Benefiber: The Benefiber.com Transformation: A New Digestive Health Resource

 

Campaign Summary

Benefiber sales had stalled due to consumers falsely viewing Benefiber as a quick fiber solution rather than a fundamental part of wellness. To increase sales and efficacy for the brand, Benefiber relaunched its brand and adopted a new website strategy. It wanted to convince female consumers to add Benefiber into daily routines by informing them of its natural prebiotic benefits that help the digestive system and entire body.

Strategy

Objective and Context:

Benefiber, a prebiotic fiber, provides a natural way to support digestive health. To convince consumers to reconsider prebiotic-rich Benefiber as part of their everyday wellness routines, it compiled and reviewed Benefiber.com’s search, audience, behavior, performance, and analytics insights. The company discovered an opportunity to improve brand trust and consideration based on notable search opportunities and user needs, behaviors, and desires.

It created a site strategy, which presented credible content about digestive health and educational information about Benefiber products while answering key branded and unbranded user-searched digestive health queries.

Target Audience:

Benefiber’s target audience was made up of women between the ages of 25 and 44 who integrate natural remedies into their everyday lives. It created user personas based on additional audience, psychographic, and behavioral data from a yearly survey of over 30,000 American adults, provided by the Simmons OneView National Consumer Study program.

Benefiber discovered that dieters want their diet plans to encourage long-term habits and eating well by consuming less additives and artificial ingredients. It also found that more than 75 percent of consumers are affected by more than one digestive health problem, which may lead to misdiagnosis and mistreatment of symptoms.

Creative Strategy:

Benefiber feeds the good bacteria that naturally exist in the gut. To help stimulate sales, Benefiber.com was rebuilt and an enhanced content strategy was developed based on relevant search and user insights.

The relaunched Benefiber.com encouraged conversations about how fiber feeds the gut and helps support everyday wellness. It also gave consumers the opportunity to learn about their gut health through editorial content, illustrations, and photography. The content-rich Benefiber.com demonstrated how prebiotic fiber fits seamlessly into consumers’ lifestyles and offered valuable information about every aspect of digestive health. Benefiber aimed to educate those who found its site via search or social, and retain them with engaging articles, infographics, and recipes. The goal was to convert visits to Benefiber.com into product consideration and sales.

Execution

Overall Campaign Execution:

Benefiber developed data-driven user personas and user journeys, along with a new experience framework. It surveyed more than 30,000 American adults for research purposes and based its user personas on proprietary psychographic and behavioral data. It created a competitive gap analysis by analyzing four competitors from the personas’ perspectives.

In its new design, Benefiber optimized the key consumer experience. Its editorial strategy portrayed Benefiber as the trusted expert in digestive health, buoyed by the site’s newly established voice and tone. It used the Shopper Science Lab, an exclusive in-house testing facility run by Benefiber’s parent company GSK, to review its design concepts with real consumers. This endeavor gave Benefiber actionable feedback on its new design, usability, and interface elements.

Mobile Execution:

Prior to the relaunch, Benefiber discovered that while 50 percent of its page views came from mobile devices, bounce rate was incredibly high (73 percent) and mobile satisfaction was low (76 percent). Given the rate of mobile visitors, and best search practices surrounding mobile experience, Benefiber needed to design and develop a mobile-first site experience. Since launch, it has seen a dramatic increase in mobile site satisfaction (up to 91 percent) and mobile traffic currently accounts for 75 percent of all site traffic.

Results (including context, evaluation, and market impact)

Benefiber’s year to date (YTD) growth skyrocketed, despite the overall category declining.

Overall campaign results included:

  • YTD consumption outperformed the category
  • Total Benefiber sales up 12 percent year over year
  • Healthy Shape product sales up 10 percent year over year
  • Parent company, GSK, is looking at Benefiber as a growth driver for the company

Other results concerning the website relaunch included:

  • 100 percent of survey respondents preferred the new site design and experience
  • 500 percent increase in organic traffic to all product pages
  • 300 percent increase in multi-page engagements, providing a gigantic reduction in bounce rate
  • 100 percent increase in sales from website-referral traffic to retail sites via integrated ChannelAdvisor solution
  • 56 percent increase in average time on site per session, notably on educational, long-form content pages
  • 20 percent increase in coupon conversions
  • 91 percent consumer satisfaction rate
  • 90 percent of those taking the on-site satisfaction survey indicated they intend to purchase Benefiber products based on their website visit

Categories: | Industries: | Objectives: Mobile Website | Awards: NA Finalist