Background

The Absorption Company was founded after Nate and Zeke discovered how little of a standard supplement the body absorbs. On average only 16% of the nutrients get in, leaving the 77% of Americans who take supplements still short on what they're paying for. So they built the only supplement company devoted to fixing it. 

They spent years working with scientists, PhD researchers, pharmacologists, doctors, and wellness practitioners to test the most highly-absorbed supplements available, then bring them to market with up to 149X better absorption, proven in independent testing. 

Despite having a product rooted in science, their storefront told a very different story. The original store was warm, lifestyle-first, and leaning into a pastel aesthetic. But as the team prepared to launch a new line of lower-priced "Foundational Supplement" capsules, they needed a site capable of upselling customers into full routines to increase average order value. 

They decided it was time for a fresh new look that would "mature" the brand transitioning to a more credible, science-backed authority that could educate consumers and ultimately improve their performance.

The Challenge

The first challenge was updating the design. The store was making a clinical argument about absorption, and a pastel, lifestyle look didn't match the authoritative persona they wanted to convey.

The second issue was the architecture and CMS. Routine content changes meant relying on a developer, which made updating the site slower than it should have been.

With capsules on the way, it was becoming clear that their setup was inefficient and getting in the way of long-term success. The navigation on the store made search and discovery challenging. Customers browsed for supplements by goal and by format. The old site didn’t offer both options.

The Solution

Platter rebuilt the storefront on our proprietary framework, with two jobs running in parallel. Refresh the brand, and hand The Absorption Company a site their own team could run without devs in the loop for every change.

A more mature brand feel

As we do on most builds, we put two homepage directions in front of the team early. One leaned clinical and credentialed. The other was warmer and more human, with the science coming through the copy instead of through sterile visuals. The team picked the warmer one. The new palette anchors on a warm off-white in place of the old pastels. 

One product page for the whole catalog

We built a single master PDP template that runs off metafields. Every block on the page is tied to a field in the product editor. If the field has content, the block appears. If it's empty, the block disappears. That one rule turns launching a product into content work instead of dev work, and it keeps every page clean no matter which product is on screen. Eleven content libraries feed the rest of the site the same way, populating cards across the homepage, blog, collection pages, and product pages from inside Shopify.

Two ways to navigate the store

Supplement customers arrive with one of two questions. Some want an outcome, like sleeping better. Others want a specific format, like a magnesium capsule. The new mega menu lets customers choose, one set of paths organized by goal and another by format. 

Three bundles instead of a build-your-own tool

We implemented three curated bundles, like the Essentials Set, built as proper supplement stacks where the ingredients work better together. Every product page carries an "Appears In" component, so a shopper on a single product sees the stack it belongs to.

Improved subscription cadence

Powders reorder every 30 days, capsules every 60. Forcing both into one shipment would have meant a heavier upfront charge and a worse experience, so the site keeps the natural intervals and bills monthly, with packaging inserts that walk subscribers through what's arriving and when.

Results

The clearest result was in subscriptions, where take rate climbed more than 15% after launch. The new store uses a subscription-first cart and a mixed-cadence supscription that bills monthly while shipping powders and capsules on their own schedules, so subscribing fits each product's reorder cycle instead of forcing both into one delivery.

The brand also matured the way the team had hoped for. The new look matches the seriousness of the science, without losing the warmth customers had come to know them for.

And the site is much easier to run. The team manages the store without relying on developers for every change. Content is powered by metafields, so they can ship new pages and products without anyone touching code.