Trace Minerals: Transforming the Shopping Experience & Subscription Model on Shopify Plus
About the Brand
Trace Minerals is a trusted name in the Shopify health and wellness space, offering a wide range of mineral-based supplements that help people achieve and maintain optimal health. With a strong focus on quality and efficacy, the brand has built a loyal customer base across both DTC and B2B segments.
Challenges
We had the opportunity to align with the brand as they were scaling and discovered that they were facing the following challenges:
Brand Messaging & Product Communication
The brand’s value proposition wasn’t clearly conveyed across the site, making it hard for users to understand what sets Trace Minerals apart.
- Lack of strong brand messaging throughout the site.
- Product benefits were not prominently featured on key pages.
Shopping Experience & Conversion Optimization
Customers struggled with site navigation, product discovery, and inconsistent purchase flows, affecting conversions.
- Poor shopping experience across homepage, PLPs, PDPs, and cart.
- Underperforming cart drawer lacking upsell and trust-building features.
- Issues with the subscription modal affecting recurring purchases.
Site Structure & Performance
The website needed structural improvements and performance optimization to ensure a smoother user experience.
- Outdated homepage and PDP layout.
- Missing promotional landing pages with strong visuals and CTAs.
- Responsiveness issues across desktop and mobile.
Navigation, Trust Elements & Third-party Integrations
Visitors struggled with confusing navigation and a lack of trust elements that impacted engagement.
- Ineffective desktop and mobile navigation.
- No third-party integrations like Bazaarvoice for social proof.
B2B Functionality
Trace Minerals also required a reliable and customized B2B purchasing experience integrated with its ERP system.
- No dedicated portal for B2B customers.
- Lack of integration with Acumatica ERP.
Our Solution
After discussing potential solutions to address the challenges, we decided to take a more holistic approach. With the brand’s team, we decided to focus on three key aspects - UX design, performance, and backend enhancements. We combined conversion-driven features with structural improvements to help Trace Minerals better serve both its DTC and B2B audiences - without compromising on the unique buyer journeys of each segment.
Here’s what we did:
Clarifying Brand Value & Product Benefits
We realigned the site structure and design to reflect the brand’s authority in the Shopify health and wellness category.
- Developed content blocks across key pages to communicate the brand’s mission and benefits.
- Redesigned product detail pages (PDPs) to feature educational videos, icons, product tags, and a visually enhanced benefits section.
- Added trust-building elements like ingredient callouts and wellness-focused visuals.
Conversion-Focused Design & Functionality
We added essential modules that guide users toward purchase while reinforcing confidence throughout the journey.
- Replaced the outdated cart drawer with a new version featuring free shipping meter, product upsell suggestions, in-cart subscription toggle and progressive discount messaging.
- Optimized homepage, product listing pages (PLPs), and PDPs with visual hierarchy and mobile-first design.
Performance & Usability Enhancements
To ensure the experience was fast, responsive, and scalable, we performed a full audit and resolved critical issues.
- Identified and fixed broken or outdated functionalities.
- Improved mobile responsiveness and cross-device compatibility.
- Optimized page load speeds for better Core Web Vitals and SEO.
A/B Testing & Data-Driven Iteration
We bought a culture of testing to Trace Minerals’ digital strategy.
- Integrated Shoplift to facilitate A/B testing on navigation menus, product grids, and homepage layouts.
- Launched high-performing variations post-validation to maximize user engagement and conversions.
Subscription & Tracking Improvements
We redesigned the subscription journey for clarity, flexibility, and better performance.
- Migrated the site’s subscription model to a more scalable solution.
- Added the ability to switch between one-time and subscription purchases directly on PDPs.
- Implemented custom event tracking codes to improve attribution and campaign measurement.
Trust-Building Integrations & B2B Portal Development
We strengthened the brand’s credibility while unlocking new revenue through wholesale functionality.
- Integrated Bazaarvoice to display verified reviews and boost trust.
- Designed and built a custom B2B portal, integrated with Acumatica ERP for seamless back-office operations and order fulfillment.
Results & Impact
Working under a Shopify retainer, we became an extension of the Trace Minerals team - implementing impactful changes that drove measurable results in the competitive Shopify health and wellness market:
- Website visitor engagement improved by 45%, driven by UX upgrades and faster performance.
- Subscription rate grew by 25%, supporting predictable, recurring revenue.
- Created a seamless, error-free shopping experience that works equally well on mobile and desktop.
- Initiated ongoing A/B testing for continuous CRO improvements.
- Delivered a future-ready Shopify Plus store through a strategic partnership that continues to support growth and innovation.
Facing similar issues or want to uncover new opportunities on your Shopify health and wellness store? Reach out to our experts today.
