A supplement store rebuilt to teach, personalize, and convert.
We rebuilt a hardcore supplement store around each shopper's goal — so first-timers and veterans alike find the right stack and buy with confidence.
Blackstone Labs is a hardcore bodybuilding and fitness supplement brand known for bold, no-compromise branding, selling a deep catalog on Shopify. Its shoppers run from seasoned competitors to first-timers who have never bought a supplement — and the old site served neither well.
The challenge
Newcomers couldn’t tell what products did or which to choose, so they bounced. The layout pushed only the popular SKUs and buried the rest. There was no personalization, weak cross-sell and upsell, high cart abandonment, clumsy mobile navigation, and little reason to come back. Every gap was a sale walking out the door.
Our approach
Meet shoppers where they are. Lead with their goal, not the SKU list. Make complex products instantly understandable, strip out every reason to leave before buying, and give customers a reason to return.
Home page
We designed the Blackstone home page to move with the shopper’s journey rather than against it. The most popular products sit up front, so returning customers and first-timers alike land on what they’re most likely to want — and the moment someone adds an item to their cart from the home page, we surface a matching stack so a single purchase can grow into a complete regimen. The Stack Builder is promoted prominently for anyone unsure where to start, and two clear paths — shop by supplement type or shop by goal — let people browse the way they actually think, whether that’s “I need a pre-workout” or “I want to cut fat.” Every product carries a few key bullet points in plain English, so a newcomer understands what something does and why it matters before they ever open the full product page.
Stacks + Stack Builder
The Stack Builder turns a catalog of technical products into a personalized fitness plan. A short quiz asks about the user’s goals, training, and preferences, then matches them to the supplements that fit — no prior supplement knowledge required. Creating an account saves those answers and recommendations so the plan travels with them, and from there the tool does more than sell: it recommends the right supps, lets users track their progress, and acts as an ongoing fitness guide that supports them toward their goal. Optional notifications keep the momentum going — reminding users to restock before they run out and checking in on their fitness progress — so the relationship continues well past the first order.
Product page
Each product page is built to inform the shopper and grow the order at the same time. Tailor-picked stacks and packs are suggested right alongside the product — combinations chosen to pair well with a specific goal — giving buyers a reason to add more while raising the average cart value. Recommendations based on supplement type help people find the right fit within a category, and toward the bottom of the page we surface “Similar Supplements” and “Frequently Purchased With” sections to keep discovery moving. Throughout, plain-English explanations describe exactly what each supplement does and how it works, so the science is there for anyone who wants it — without standing between a confident buyer and the checkout.
What we did
We rebuilt the experience end to end:
- Goal-based dynamic imagery that adapts to each visitor’s objective
- Segmented content keyed to experience level, goals, and order size
- Remarketing informed by ad-audience insights to sharpen on-site messaging
- Intelligent exit-intent popups that read cart activity, out-of-stock interest, abandonment history, and time since last order, then respond with the right offer
- Automated 14-day re-engagement that rebuilds a returning customer’s stack
- A smart mini-cart with retention prompts and last-chance discounts
- A shop-by-goal taxonomy plus prominent Stack Builder callouts to lift order value
- Greater visibility for the Legion loyalty program
- A full product-page rebuild: clear titles and sub-50-word summaries, benefit icons with optional deep-dive science, a persistent add-to-cart bar, explainer videos, “Similar Supplements” and “Frequently Purchased With” sections, post-add upsells, and out-of-stock overlays that suggest alternatives or capture restock signups
The results
A redesigned, personalized buying experience that closes the gap between Blackstone’s catalog and the shopper’s understanding — turning confused visitors into confident buyers, and one-time buyers into repeat customers.
