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

Article detail for :

Design + Development

The challenge

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.

Popsmith's founders invested in top-notch photography and video content to showcase the quality and appeal of their product. To stand out Popsmith needed a website that would effectively highlight their unique value proposition and help persuade shoppers to select their product over other types of poppers in the market.

The goal was to attract a younger audience who might not have much experience with stovetop popcorn and could perceive it as being outdated. We were tasked to take their incredible branding and visuals and develop an effective strategy and website that would seamlessly combine education with entertainment. A key goal was to tell the story that stovetop popcorn is not only a delightful experience but also superior to the microwave and other alternatives.


  • Ecommerce Strategy
  • Custom Development
  • UX Design
  • CRO

Ready to level up?

Our approach

Popsmith partnered with both Sockeye and Fuel Made for their new site. Sockeye focused on creating a new brand and visual direction to match Popsmith’s fun aesthetic while Fuel Made brought expertise in UX, CRO, and Shopify development for the new website.

Key areas we focused on:

  • Clearly communicating Popsmith’s brand story and values sitewide: We strategically embedded these values throughout the site, ensuring users can connect with the brand on a personal level—a vital factor in a competitive market.
  • Offer a strong mobile experience: Recognizing the prevalence of mobile users, we ensured the website is fully responsive and optimized for various devices. This seamless mobile experience allows Popsmith to engage a broader audience effectively.
  • Creating a clear conversion flow: Our team implemented a well-defined conversion flow that intuitively guides visitors toward making a purchase. Additionally, we incorporated upsell opportunities for coordinating accessories, such as popcorn kernels and seasonings, to enhance the overall shopping experience.

Delivering the perfect popcorn experience—at home and online

The new website not only showcases the innovative Stovetop Popper but also conveys Popsmith's passion for design and delivering the perfect at-home popcorn experience. Popsmith is now well-positioned to continue its mission of bringing joy and nostalgia back to households, one perfectly popped kernel at a time.

Looking to level up your website presence with strategic CRO and UX design? We’ve been doing this for brands for over a decade. Book a consultation with our team here.