Better Guts is a new entrant in the probiotic supplement market, aiming to provide clear, confident, science-backed, and warm solutions for gut health. With a focus on single-strain probiotics, the brand needed an eCommerce platform that could effectively communicate its unique value proposition and support its growth objectives.
The Problem
Launching a new brand in a saturated market posed several challenges:
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Establishing a distinct brand identity that resonates with health-conscious consumers.
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Creating an intuitive user experience that simplifies product selection.
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Ensuring the website is SEO-optimized to capture organic traffic.
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Preparing the store for a timely launch to capitalize on the New Year’s health-focused consumer mindset.
The Approach: Structured Development and Strategic Execution
To address these challenges, the project was structured into five key phases:
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Competitor Review & Research
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Conducted in-depth analysis of competitors in the probiotic and supplements market.
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Identified leading eCommerce strategies, user journeys, and messaging frameworks.
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Performed keyword and content opportunity research focused on single-strain probiotic positioning.
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Defined UX strategy, SEO foundations, and content structure.
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Wireframing & Visual Integration
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Developed detailed UX wireframes for homepage, collection, and product templates.
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Applied Better Guts’ brand guidelines, including colour palette, typography, tone, and visual style.
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Incorporated lifestyle and product photography recommendations for warmth and credibility.
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Presented prototypes for approval prior to development.
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Shopify Horizon Build & Customisation
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Configured and built a new Shopify Horizon store (OS 2.0).
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Implemented all approved templates: homepage, collections, product detail pages, and content pages.
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Added features such as product filtering, trust signals, educational content blocks, and promotional banners.
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Optimised for performance, accessibility, and conversion.
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Content Population & SEO Setup
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Populated store with all approved copy, imagery, and product data.
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Set up structured data, metadata, and foundational SEO.
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Configured analytics, conversion tracking, and launch readiness checklist.
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Testing, Training & Launch
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Conducted comprehensive QA testing across popular devices and browsers.
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Validated performance and checkout flow.
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Delivered Shopify 2.0 training session and handover documentation.
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Provided launch support and a 14-day post-launch refinement period.
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The Result
The structured approach led to the successful launch of Better Guts' Shopify store:
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A fully functional, mobile-optimised, SEO-ready Shopify Horizon store.
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A user experience that aligns with the brand's clear, confident, science-backed, and warm identity.
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A platform ready to capture the New Year’s “healthy start” consumer mindset.
Final Word
By focusing on structured development and strategic execution, Better Guts now has a robust eCommerce platform that supports its mission and positions it for growth in the competitive probiotic market.