Overview

Kratown is a direct-to-consumer kratom brand expanding from powders into gummies and liquid extracts. The previous Shopify site was hastily built, with broken links, weak navigation, and incomplete product/test data, holding back SEO and conversions. We delivered a Figma-driven redesign on Shopify with a clear catalog by form (powder, gummies, liquid), an education hub (blog + FAQ), and a dedicated testing & compliance area. The result is a cleaner brand experience, faster product discovery, and a site structured for ongoing SEO.

Client quick facts

  • Client: Kratown — DTC kratom products (powder, gummies, liquid extract)
  • Platform / Stack: Shopify (custom theme), Figma (design system), GA4 + Google Tag Manager
  • Services Delivered: UX/IA, custom theme design (Figma) & development, catalog architecture, product testing/COA library, on-page & technical SEO, schema, blog/FAQ, compliance content, redirects/broken-link remediation

Client Goals & Pain Points

Context

Kratown needed to elevate branding, expose the full catalog, and comply with state-level rules while enabling SEO content.

Goals

  • Professional, trustworthy brand presentation with complete product coverage
  • Enable SEO with blog/FAQ and better internal linking
  • Make it easy to find products by form and use needs
  • Surface testing results and shipping limits clearly

Pain Points

  • Broken links and thin navigation reduced crawlability and user trust
  • Many products and lab test info weren’t discoverable
  • Category structure didn’t reflect new forms (gummies, liquid)
  • Compliance details (state restrictions, age gating, disclaimers) were hard to find

Success Criteria

  • Discover a target product/category in 2–3 clicks from the homepage
  • Clear, visible testing/compliance information on PDPs and a central hub
  • SEO-ready templates (blog, FAQ, collections, PDP) and internal links across forms

Approach & Strategy

Discovery & UX

  • Content inventory to identify missing products, broken links, and compliance gaps
  • Reworked information architecture: Shop by Form (Powder, Gummies, Liquid) + featured collections, plus Learn (Blog/FAQ) and Testing & Compliance

Design System (Figma)

  • Clean, high-trust visual language; consistent cards, badges (strength, count, flavor), and CTA hierarchy
  • Accessibility improvements (contrast/size), product labeling patterns, and compliance callouts

Development (Shopify)

  • Custom theme with collection landing pages, faceted filters (form, flavor, strength), and product metafields for COA links, batch/lot, test date
  • PDP enhancements: prominent Add to Cart, ingredients & usage info (non-medical, compliant), disclaimers, COA download/view, and related products
  • Testing & Compliance hub with searchable COA library, shipping restrictions by state, and age-gate logic
  • Redirect map + 404 clean-up to fix broken links and preserve equity

Lead Capture & CTAs

  • “Shop” CTAs in hero and collection tiles; newsletter capture in footer and blog
  • On PDP: clear Add to Cart, “Compare forms,” and related items to increase discovery

SEO Foundation

  • On-page optimization (titles, metas, H1/H2/H3), internal links between Blog/FAQ ↔ Collections ↔ PDPs
  • Schema: Product (with Offer/AggregateOffer), BreadcrumbList, FAQPage, Article, Organization/WebSite
  • Performance practices: image compression, lazy-loading, minimized scripts, and theme hygiene

Key Features (Technology & UX)

  • Catalog by Form — Shop Powder, Gummies, and Liquid with filters tied to metafields for accurate specs
  • COA & Testing Library — Centralized, searchable certificates; PDPs display batch/lot, test date, and lab links
  • Compliance Surfacing — State shipping notice, age-gate, disclaimers placed consistently across PDP and checkout path
  • Education Hub — Blog + FAQ to explain forms, strengths, and safe use considerations (no medical claims), building topical relevance
  • Navigation & Link Hygiene — Rebuilt menu + redirects to eliminate broken paths and improve crawl depth

Performance & SEO Highlights

  • Markup & Structure: Single H1 per template, logical H2/H3, descriptive alt text
  • Schema Coverage: Product (+ Offer/AggregateOffer), BreadcrumbList, FAQPage, Article, Organization/WebSite
  • Tracking (GA4 + GTM): Events for Add to Cart, Checkout start, COA view/download, newsletter sign-ups, and FAQ expand
  • Indexability: New collection architecture and internal links help search engines understand forms and variants

Results

  • Brand elevated with a clean, professional Shopify theme and coherent catalog
  • Complete product coverage (powder, gummies, liquid) with faster product discovery and higher confidence via visible testing
  • SEO-ready foundation (blog/FAQ, schema, internal links) for ongoing growth
  • Compliance made clear through a dedicated hub, PDP disclosures, age-gate, and state shipping guidance