Invigorated Water Reinvents DTC Growth with CRO-Optimized Rebrand

This case shows how rebuilding a DTC website with CRO principles at the core creates a stronger foundation for long-term growth, experimentation, and brand consistency.

Improved site clarity and usability

Stronger alignment between brand positioning and website experience

CRO-ready foundation for ongoing optimisation

Customer

Invigorated Water

Website

https://invigoratedwater.com/

Platform

Shopify

Industry

Wellness industry

Before working with us, Invigorated Water was an established DTC brand with consistent traffic and demand, but an outdated website experience that no longer reflected the brand’s positioning or supported performance goals.

The existing site structure limited experimentation, clarity, and conversion-focused improvements.

Key Challenges

Outdated website structure and visual identity

Limited flexibility for CRO and experimentation

Brand experience not aligned with current market positioning

Where They Were Before

The Problem

The website experience was not supporting performance or brand clarity.

Conversion issues

Pages were not optimised for user decision-making or flow.

UX / design limitations

The existing site structure limited usability improvements and testing.

Brand positioning gaps

The brand story and value proposition were not clearly communicated through the site.

Technical or strategic blockers

Legacy structure restricted scalable CRO and iterative improvements.

The Problem

Methodology

CRO-led redesign focused on rebuilding the website experience with performance, clarity, and flexibility at the core.

Strategic Rationale

A full site rethink allowed us to address foundational UX and brand issues while creating a platform suitable for ongoing optimisation and testing.

Key Strategies

Full website overhaul and rebrand

Redesign of core pages with CRO best practices

Improved site hierarchy and user flow

Design system built to support future experimentation

Our Approach

Evolution Over Time

Deliverables

Entire website overhaul and rebrand
CRO-informed page layouts
Design system and scalable components

‍

Channels / platforms

Shopify
Figma

‍

Execution

The Step Labs Effect

This case shows how rebuilding a DTC website with CRO principles at the core creates a stronger foundation for long-term growth, experimentation, and brand consistency.