From classic to cutting-edge: Popsmith's innovative CRO and UX web design

The founders of Popsmith, industry leaders in the popcorn world for over two decades, embarked on a mission to revolutionize the stovetop popcorn experience. Their groundbreaking Stovetop Popper promised to reintroduce nostalgia and joy into households.

  • +20% bundle conversions
  • +27% PDP conversions
  • Single-day sales record on Black Friday
Woman and child cooking together in a kitchen
Client Popsmith
Industry Food & Beverage
Website popsmith.com

Fuel Made's Role

  • Ecommerce Strategy
  • UX Design
  • Custom Development
  • CRO
Popsmith popcorn kit packaging with images of popcorn being made and a yellow box labeled 'Let's Pop!'.

The Challenge

Attracting a younger audience

The goal was to attract a younger audience who might not have much experience with stovetop popcorn and could perceive it as being outdated.

Effective value prop communication

With strong branding and visual content, Popsmith needed a website that would effectively highlight their unique value proposition to persuade shoppers to choose their Stovetop Popper over other products in the market.

Educational and engaging UX

The site had to blend education and entertainment, helping users understand why stovetop popcorn is a superior and enjoyable experience while engaging them with fun and nostalgic branding.

Popsmith educational page on Shopify
Thank you for your constant level of professionalism and consistently excellent work.
Tal Moore Founder, Popsmith

Our Approach

Educational and mobile experience

We strategically embedded Popsmith’s brand story throughout the site, ensuring visitors connected emotionally with the brand and understood its USPs. We also optimized the mobile experience and conversion flow, seamlessly guiding users to make purchases across all devices.

Better bundles

Our custom bundle of a Popper + popcorn flavor kits dynamically increases savings as users add more products. We also updated the cart with clearer callouts for bundle savings, along with other design tweaks to improve visual appearance. This new design converted at a 20% higher rate than the old cart.

Ongoing optimization

After building the site, we continued making improvements for Popsmith on our CRO Retainer. Tests such as showing variant thumbnails instead of basic swatches and improving the PDP video section lifted conversions by 27% and 19%, respectively. These optimizations helped Popsmith break their single-day sales record on Black Friday, selling them out of nearly all Popper colors!

Results

  • +20% Bundle conversions
  • +27% PDP conversions
  • Single-day sales record on Black Friday
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