Case Study: Better Guts
Building a Bespoke Shopify Store for a Science-Backed Probiotic Brand
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:
Establishing a distinct brand identity that resonates with health-conscious consumers.
Creating an intuitive user experience that simplifies product selection.
Ensuring the website is SEO-optimized to capture organic traffic.
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:
Competitor Review & Research
Conducted in-depth analysis of competitors in the probiotic and supplements market.
Identified leading eCommerce strategies, user journeys, and messaging frameworks.
Performed keyword and content opportunity research focused on single-strain probiotic positioning.
Defined UX strategy, SEO foundations, and content structure.
Wireframing & Visual Integration
Developed detailed UX wireframes for homepage, collection, and product templates.
Applied Better Guts’ brand guidelines, including colour palette, typography, tone, and visual style.
Incorporated lifestyle and product photography recommendations for warmth and credibility.
Presented prototypes for approval prior to development.
Shopify Horizon Build & Customisation
Configured and built a new Shopify Horizon store (OS 2.0).
Implemented all approved templates: homepage, collections, product detail pages, and content pages.
Added features such as product filtering, trust signals, educational content blocks, and promotional banners.
Optimised for performance, accessibility, and conversion.
Content Population & SEO Setup
Populated store with all approved copy, imagery, and product data.
Set up structured data, metadata, and foundational SEO.
Configured analytics, conversion tracking, and launch readiness checklist.
Testing, Training & Launch
Conducted comprehensive QA testing across popular devices and browsers.
Validated performance and checkout flow.
Delivered Shopify 2.0 training session and handover documentation.
Provided launch support and a 14-day post-launch refinement period.
The Result
The structured approach led to the successful launch of Better Guts' Shopify store:
A fully functional, mobile-optimised, SEO-ready Shopify Horizon store.
A user experience that aligns with the brand's clear, confident, science-backed, and warm identity.
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.