On a trip deep within the Peruvian mountains, our founders discovered a unique spring that has carried pure salt to a nearby community for generations. The people of Maras, Peru are situated at 14,000 ft elevation and have been developing the nearby salt pans for hundreds of years.
We developed an eCommerce shopping experience for a unique spring salt. Users learned about the benefits of microplastic-free salt, the pure spring source, and the history of the surrounding community of Maras, Peru. Users then learned about product features, the pinch pots, the salt packets, and the options for purchasing. Genuine customer reviews and blog articles were used to establish social credibility and rapport.
Project Objective
Through researching the market, competitors, trends, and by surveying our audience — we learned a lot about consumer options for purchasing salt and opportunities for positioning. We learned that microplastics are a growing cause of concern for health-conscious consumers and the spring salt flowing from Maras, Peru is naturally microplastic-free as it's flowing from an ancient underground aquifer — completely untouched by human pollutants. We decided to structure our eCommerce experience around this story and tailor our marketing efforts towards health-conscious, youthful audiences.
We wanted to re-think how people purchase salt online. Rather than just selling the salt in a bag, we paired it with a traditional pinch pot. To create a feeling of "freshness" we decided to sell the salt in smaller 2OZ packets. Users would purchase an initial "Pinch Pot Kit" and then subscribe to a monthly delivery of refills.
Upon surveying users, we learned that 85% of our audience reported being "highly unlikely to subscribe to a salt refill service." We developed new pricing tiers.
With our product strategy, positioning, and story in place — we developed the structure for our website experience. This structure took into consideration the unique shopping experience with a primary pathway towards our introductory Pinch Bowl Kits. We were prepared to bring advertising traffic directly into our "Shop Products" page as well as individual product pages. A CMS blog was created for content marketing and search-optimized organic traffic. Our mission was produced for re-targetting ad campaigns as well as communicating our story in depth to all website visitors.
The final UI design system was created to feel natural, organic, healthy, and pure. The colors were inspired by the tans, reddish browns, and reds of the salt ponds. The green was added to feel earthy and pure and to help contrast our colors from typical blues found in sea salt brands.
Our hero tagline was labored over and tested across various audiences. Ultimately we chose "Season your meals with plastic-free spring salt" to tailor for health-conscious home chefs who valued culinary experiences.
From thorough user testing and feedback we learned that the most valuable benefits of spring salt are microplastic-free, toxin-free, and additive-free. These attributes directly connect with the spring source and inspired the most click-throughs and conversions.
Immediately after presenting the products, we followed industry standard practices of backing up our products with ratings, reviews, and user-generated content from happy customers.
Our mission page was delicately crafted to give an inside perspective into what we care about most, why we operate, our founding beliefs, and the vision we have for the future.
Our blog consistently brings in organic search traffic without any ad spend on search marketing. Our most popular keywords are relating to microplastics and spring salt.
Key Learning
