Purveyor of
pure magnesium supplements
Purveyor of
pure magnesium supplements
Creative direction: Drew Lyon
Project manager: Brooke Miceli
Content strategist: Travis McAshan
Lead designer: Marian Brchan
What We Did
Ancient minerals is a leading retailer of magnesium supplements, but that’s not the first thing they wanted people to take away from their new website. Because they’re also one of the leading resources of magnesium information anywhere. That tension between generating sales while also highlighting the troves of great content they’ve created over the years made for an interesting design challenge.
After much collaboration with the client, the paradigm we landed on was more like that of a modern news site than a shopping platform. When you arrive on the homepage, you find an engaging grid of articles, with only two product images and one buy button.
This ratio of roughly 80% information to 20% products is maintained until the very last section of the page. At that point, if a visitor has yet to click an article, they may be primed for the ‘View All Products’ call to action.
At a Glance
Post launch results
What we learned
After much collaboration with the client, the paradigm we landed on was more like that of a modern news site than a shopping platform. When you arrive on the homepage, you find an engaging grid of articles, with only two product images and one buy button.
This ratio of roughly 80% information to 20% products is maintained until the very last section of the page. At that point, if a visitor has yet to click an article, they may be primed for the ‘View All Products’ call to action.
The average magnesium intake has dwindled to less than half what it was a century ago. Visit the Ancient Minerals website for more information.
