Chomps

Overview

Chomps, a health-focused snack brand offering paleo- and keto-friendly products, has rapidly grown in popularity. Primarily sold in major retailers such as Trader Joe’s, Whole Foods, and WalMart, the brand sought to further expand its reach. They needed a website that could evolve with their growth and meet the demands of their growing customer base. We worked with the client to enhance their website by implementing key development fixes and improvements including optimizing site speed, improving mobile functionality, and refining the wholesale platform.


See how these key development improvements to the Shopify Plus website helped Chomps achieve higher conversions and ensure that shoppers enjoy a better user experience.

Problem

Chomps’ existing website was functional, but several challenges needed to be addressed to align with the brand’s growth. One major issue was slow site speed, particularly on mobile. Google’s PageSpeed insights revealed that the website’s first meaningful paint took 5.6 seconds, and it took almost 30 seconds to become fully interactive on mobile. This was a significant hurdle for both user experience and conversions, as site speed is a key factor in keeping visitors engaged. Certain pages still included placeholder text. The website was not fully optimized for mobile devices, impacting usability on smartphones and tablets.

For their wholesale platform, the client wanted better navigation, image optimization, and new features such as the ability to view prices only when logged in and the option to build custom products. Their About Us page was outdated, and the navigation menu needed to be simplified for a smoother shopping experience. Lastly, Chomps wanted to enhance their subscription management system and ensure that customers could easily customize their product options.

Old About Us page for Chomps website

Solution

To address these challenges, we worked on a range of web development fixes and enhancements. We focused on improving site speed and reducing load times by optimizing images and implementing lazy loading for off-screen images. Our team also set to keep the first meaningful paint to under 2 seconds and ensure that the website became fully interactive in under 4 seconds across both desktop and mobile platforms. We also implemented Accelerated Mobile Pages (AMP), significantly improving performance across devices..

Updated Site Speed for Chomps’ home page
Chomps category landing page

For wholesale platform upgrades, we reorganized product pages and categories for easier navigation. Product images were reduced without affecting quality. Wholesale customers are now required to log in before viewing product prices and adding items to their cart. Moreover, we enabled a functionality that allows wholesale customers to build custom products, especially for larger orders.

We revamped the About Us page by swapping out outdated images and optimizing the content to align with Chomps’ brand voice. We also simplified the website’s navigation so customers can find and purchase products more easily. Furthermore, we made it simpler for customers to sign up for and manage their subscriptions, and made the “Build Your Own” product feature accessible.

Final Product

Results

New Chomps About Us page

Improvements on the Chomps’ website resulted in a much more efficient and user-friendly experience for both retail and wholesale customers. The client was pleased with the website’s appearance, functionality, and speed. We hit our targeted site speed, achieving a first meaningful paint under 2 seconds and full interactivity under 4 seconds across both mobile and desktop.

Mobile optimization enhanced the overall user experience, making it easier for visitors to navigate and shop on the website from any device. Streamlined navigation, combined with the wholesale platform enhancements (e.g., login requirements, product customization options, and improved image optimization), provided a more efficient and user-friendly experience for wholesale customers.

The revamped About Us page now reinforces the brand’s image as a modern and health-conscious snack brand, while the subscription system lets customers manage their product subscriptions and customize their orders with ease.

The improvements in site speed, mobile optimization, and overall functionality have helped Chomps create a better user experience and improve conversions, enabling them to continue growing their brand in a competitive market.