The Holigos team had a product that required quite a bit of education, given its inherently medical nature. Their current website on Magento was not cutting it for this purpose. It was important for the Holigos team to lay out all of the information on the product for users to make an informed decision. The other challenge we had was to migrate Holigos’ old subscription model over to a new system that would allow its customers to have a portal to manage their subscription.

As we gathered more website and digital marketing campaign data, we found that people went to the old Holigo’s website for three main goals.

1. To educate themselves on what they can do to treat Irregular Bowel Syndrome.
   
2. To research the product, prices, and ingredients before ordering.
   
3. To buy Holigos, straight to their door.
   

We simplified the website to better cater to those two primary functions. From distilling shopping organizations to one category with custom tagging and shortening the home page length by 60%, being strategic about what content we served had driven an increase in conversion rate, page depth and overall engagement.