4Patriots.com

mbelcher

Traditional E-Commerce Site

The e-commerce website for the freeze-dried food company 4Patriots has changed several times over the past ten years. We iterated on the original Shopify-based design when moving to the new React and BigCommerce-based storefront. Almost all UI/UX designs were kept from the old site to better understand the impact on conversion rates. Once the migration was complete the Marketing and Testing teams would then be allowed to begin A/B testing new components and designs.

Screenshot of 4patriots dot com website showing a sales deal on power banks for a phone.
Conversions were much higher on mobile devices, so we designed mobile-first components.
Screenshot of the 4 Patriots homepage
While conversions were lower on desktop, we still designed our responsive components to take full advantage of the screen real estate.

Sales Funnels

Alongside the traditional e-commerce site 4Patriots also utilizes “sales letter” styled sales funnels. These are very large multimedia sites designed to funnel customers into a series of purchases, offering different products depending on if the customer purchased the previous offer or not. These sites are purposefully designed to invoke a “Web 1.0” look, but are built using the modern javascript-based Nuxt.js/Vue framework. Using server-side rendering, heavy caching and lazy loading we designed a system that allowed content creators to build image- and video-heavy pages that could be sent to thousands of users on an SMS marketing list with response times still measured in the milliseconds.

While designed to invoke a Web 1.0 aesthetic these sales funnels were still mobile-first from the initial build.
The Web 1.0 design was used to appeal to the older target demographic of the sales funnels, while younger audiences gravitated towards the traditional Cart-based e-commerce site.