Ella & Co WooCommerce subscription website case study | MintTwist
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Ella & Co

Ella & Co is a subscription-based raw dog food service available in the UK, specialising in nutrition and wellbeing for man’s best friend.

James Middleton and his dog Ella, holding a carrot in her mouth
Hello, Ella!

Project overview

Ella & Co approached MintTwist as they looked to enter the crowded pet food market with an innovative new raw food product for dogs. They wanted to build an ecommerce website that was simple and easy to use, as they were one of the first to market with raw dog food, which itself has a complex, often mythical reputation.

Using a subscription model, the startup is aiming to offer nutritious, portion-controlled dog food, as well as educate subscribers of the benefits of raw food for the health and wellbeing of their pups.

Customers are able to create a detailed profile of their canine companion and receive their food at customised intervals, tailored specifically for those with busy lifestyles.

The end product is a wonderfully easy-to-use website design with a creative look and feel, simple sign-up process and simple, effective subscription-management area.

Subscription-based ecommerce technology

We are supporting Ella & Co to continually improve their website, helping to accelerate their growth online.

After a strategic review of the existing website, we undertook a series of updates to the website, including redesigning key elements and building a series of back-end administration improvements in their WooCommerce system.

Supporting a complex ecommerce installation presents some challenges, so it was important to us that we split the work into a series of updates based on site sections, with the user experience and conversion being the highest priority with all updates.

Top-class user experience

Whilst the product itself is new and generally untested in the UK market, the subscription model is a tried and true ecommerce method.

The challenge for the user exerience was to ensure the correct balance of promoting the benefits and nutritional value of a raw diet with the task of converting visitors into customers. Ample calls to action interspersed in strategic locations throughout helps nudge people in the right direction. Education about the product and its benefts was key, so it was important to balance sales calls to action–designed for conversion–with signposting to more information about the product, the manufacturing process and the health benefits for the pups who will ultimately be eating it!

Each visitor’s entire journey from first visit to navigating their subscription is accounted for, with emphasis on keeping the journey effortless and concise.

Since this product was new to market, it was a challenge keeping up with the shifting subscription business model. User testing indicated the need for some adjustments throughout the process, but our ability to rapidly iterate allowed for a super efficient change process.

MintTwist helped with the challenges of starting a new online business, and their technical knowledge ensured a smooth and successful launch.
James MiddletonElla & Co Founder

And so…

We continue to work closely with Ella & Co from a website support point of view, building on top of what we’ve already done to continue looking for opportunities for improvement.

We’re so happy with the work we’ve done so far, and we’re excited to continue our work in helping such a wonderful business continue to grow.

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