About The Project
Winner of a 2018 Shorty Award, the redesign of Benefiber.com put the focus on health. Rather than driving to purchase — an outdated website strategy in the Amazon era — we led with shareable editorial on the benefits of prebiotic fiber. Through copy, photography, illustration, and visual design that feels authentic and bright, we were able to show how research supports the benefits of fiber as a part of an everyday wellness routine. Organic traffic increased 5X and multi-page engagement went up 300%.
By using GlaxoSmithKline’s in-house user testing facility, we were able to get feedback on design concepts from real consumers throughout the process.
Most importantly, our editorial first approach led to a 20% increase in coupon conversions from the site — which demonstrates that good content can drive sales.