Odd Bunch - a Shopify Plus storefront redesign

Project Overview

Odd Bunch gathers quirky‑looking produce from local farms and delivers it to Canadian households for up to fifty percent less than a typical grocery bill. They had strong traction on TikTok but their original storefront was not up to par with the brand they developed. Our mission was clear: give Odd Bunch a faster, easier and more persuasive shopping experience that would turn casual visitors into subscription customers.

Goals

• Lift site‑wide conversion rate by at least 10% within three months.
• Surface social proof and brand story earlier in the journey to build trust.

Our Approach

We rebuilt the storefront using Replo and custom app for the weekly produce module and postcode checker. The redesign leaned on human‑centered messaging, bold color blocks and snackable metrics that reinforce value. Each template was driven by a single primary action to remove decision fatigue.

Home Page Highlights

Design Decisions

• Value first headline: We led with an explicit savings figure to match the search intent of cost‑conscious shoppers.
• Singular CTA: One green Claim My Box button reduces cognitive load.
• Trust carousel: Media logos give social proof without pushing the hero down.
• Animated process path: We converted a static infographic into a scroll‑triggered vector path which visually explains how the service works in under six seconds.
• Dynamic UGC strip: Embedded TikTok clips auto‑rotate and preload off‑screen to preserve performance while showing authentic unpacking experiences.

CRO Tactics Applied

• A/B tested headline variants with and without the fifty percent stat. The version that included the numeric promise outperformed by 18 percent CTR.
• Added anchor link buttons that auto‑scroll to the product grid, cutting average time to product view by 9.2 seconds.
• Included a FAQ accordion at the bottom to deflect support questions and capture SEO rich‑snippet visibility.

Collection Page Highlights

Design Decisions

• Product density balance: Seven SKUs shown above the fold on desktop and four on mobile following heat‑map data that indicated most users decide between Small, Medium and Large.
• People per week label: We added a subtle two‑people‑per‑week tag to each card to help shoppers self‑segment without reading the full description.

CRO Tactics Applied

• Price harmony uses whole numbers ending in 00 to avoid analysis paralysis. A strikethrough comparator price is reserved for promotional windows only.

Product Page Highlights

Design Decisions

• Harvest table component: A tabbed matrix lists week‑specific contents in plain text for screen reader compatibility and SEO relevance.
• Size guidance pill: A small badge reads 2 people per week to reduce sizing doubts.
• Postal code checker: Before Add to cart, users can confirm delivery eligibility, if they are not eligible, their contact details are store in the customer list, with a special tag. Users with the tag get pulled in a Klaviyo mail list, so they can be informed later on when their area becomes servicable.
• Reassurance banner: Three key metrics (30‑50 percent savings, 12 lbs food waste reduced, 84 farm partners) sit directly under UGC to reinforce credibility.

CRO Tactics Applied

• Persistent sticky Add to cart button on mobile increased click depth by 22 percent.

Tech Stack and Integrations

• Shopify pages and section built with Replo
• Custom produce tracker for each servicable area
• Custom postcode eligibility checker

Key Takeaways

Consumers buy the promise of savings and impact before they buy vegetables. By leading with clear quantified value, reducing friction and backing claims with real social proof we transformed Odd Bunch from a viral curiosity into a scalable subscription business. The project showcases how smart content hierarchy, Shopify 2.0 flexibility and targeted CRO testing can pay dividends even in low‑margin grocery.