How we helped Reflex Nutrition turn its Shopify site into a stronger conversion and AI discovery engine

Reflex Nutrition came to us with a clear ambition: make the website easier to shop, improve conversion and average order value, create more opportunities to sell across the customer journey, and make sure the site was better prepared for the rise of AI-led product discovery.

Rather than treating those as separate workstreams, we approached them as one connected ecommerce challenge. The aim was to create a site that was easier for customers to understand and navigate, while also giving search engines and AI platforms clearer, more useful information about Reflex, its products and the problems they solve.

Simplifying the path to purchase

One of the biggest opportunities was reducing decision friction.

The previous homepage contained competing messages and a lot of content fighting for attention. The navigation was heavily product-led, with a large number of options, while key areas of the site weren’t doing enough to actively guide customers towards the right product or purchase.

We redesigned the homepage around clearer customer journeys, stronger product discovery and more obvious purchase opportunities. That included clearer collection entry points, product spotlights, bundle promotion and a stronger use of trust signals such as Trustpilot reviews and athlete endorsements.

The navigation was also completely rethought.

Instead of forcing customers to understand Reflex’s full product range before knowing where to go, we moved towards a more goal-led structure — helping users shop around needs such as building muscle, losing fat or improving recovery. Bestsellers, trending products and bundles were surfaced more prominently too, helping reduce choice overload while creating stronger routes into higher-intent purchase journeys.

Turning product pages into better sales tools

The existing product pages contained plenty of information, but they didn’t always make it easy for customers to answer the most important question: “Is this the right product for me?”

We shifted the emphasis towards outcome-led messaging, clearer dosage and usage guidance, easier-to-understand product options, cost-per-serving information and stronger social proof.

Bundles were introduced across eligible products to help increase AOV, while Trustpilot content and dedicated FAQ sections gave customers more reassurance before purchase.

We also redesigned the cart to make better use of one of the highest-intent moments in the journey.

Free-shipping thresholds helped encourage larger baskets, while “Frequently Bought Together” recommendations gave customers relevant opportunities to add complementary products before checkout.

Building for AI search, not just traditional SEO

A major part of the work was making sure these improvements supported the way product discovery is changing.

More customers are now using platforms such as ChatGPT, Gemini and Perplexity to ask product questions, compare options and get recommendations. That means ecommerce sites increasingly need to provide clear, structured and useful answers — not just traditional keyword-led content.

Across the new experience, we introduced structured FAQ content on key pages, including product pages, collection pages and the homepage. These FAQs were designed around the real questions customers ask before buying, including ingredients, dosage, flavours, subscriptions and shipping.

We also placed a stronger emphasis on schema and clear page structure so that both traditional search engines and AI systems could more easily understand the site and its content.

This wasn’t about adding AI content for the sake of it. The same improvements that help AI understand a site also help customers: clearer answers, better product information, stronger trust signals and less friction.

The results

The early impact has been particularly encouraging.

Since the retainer began, purchases attributed to ChatGPT have increased by more than 800%, with 468 agentic visits recorded in a single 30-day period.

For us, that’s an important signal.

The strongest ecommerce experiences are no longer optimised for one channel or one type of visitor. They need to work for customers arriving through Google, paid media, social, direct traffic — and increasingly through AI assistants and agentic shopping experiences.

Our ongoing work with Reflex is focused on exactly that: combining CRO, ecommerce strategy, content, design and development to continually improve how the site performs and how easily the brand can be discovered.

With key trading periods including Black Friday, Christmas and the January fitness peak ahead, there’s plenty more to come.