Irwin Naturals
An ecommerce transformation for a wellness brand
The Relationship
Irwin Naturals has been a leader in health and wellness for more than 25 years, with a wide range of supplements and CBD products. As its product line and market reach grew, the brand needed a digital platform that matched its reputation and supported its growth. Bright Group rebuilt the ecommerce experience, made the store easier to shop, and connected the online marketing to it.
The Challenge
The existing site lacked modern design and a clear path to purchase, which meant higher bounce rates and lower conversion. The platform couldn't manage an extensive, growing catalog or keep customer interactions simple. SEO, paid campaigns and marketing automation weren't connected, so the site was less visible and less effective than it should have been.
What We Did
- Redesigned the site around the brand's identity and wellness mission, with clearer navigation and a clean, modern interface
- Built a WooCommerce platform to manage the full catalog, including the growing CBD line
- Added subscriptions, so customers can set up recurring orders
- Integrated AI-powered personalized product recommendations
- Simplified the multi-step checkout to reduce cart abandonment
- Optimized site structure, metadata and content for the key product categories
- Connected Google Ads and social advertising for PPC, and automated email from cart reminders to post-purchase follow-ups
- Stayed on for ongoing support: monitoring, performance tuning and new ecommerce features
A clean storefront where subscribing is as easy as buying, on desktop and mobile.
