Mindful Chef
Mindful Chef Landing Page
Following strong improvements across paid channels, Mindful Chef's next challenge lay in conversion. We set out to reimagine the landing page - transforming it from a functional step in the journey into an immersive brand experience that turned engagement into action.
30%
uplift in first-time purchase conversion
44%
year-on-year reduction
in cost-per-acquisition
Analysis revealed that while advertising delivered high engagement, only half of visitors progressed beyond the initial landing page - and even fewer completed a purchase. With insight showing that 75% of users had previously tried a recipe box, the opportunity shifted from education to differentiation. The task was to create a page that demonstrated what set Mindful Chef apart: better sourcing, stronger nutritional credentials and a more mindful approach to food.
The redesigned experience led with storytelling. A cinematic farm-to-plate video captured provenance and freshness in motion, setting an emotive tone from the first frame. The narrative then unfolded through authentic social proofing and recognisable brand partnerships, reinforcing trust and credibility. Animated dish previews added pace and appetite appeal, while a refined design language ensured a consistent, confident journey for the customer through to checkout.
The result was a landing page that combined creativity with measurable impact - a seamless continuation of the brand’s story that turned curiosity into conversion. Testing showed a 30% increase in first-time purchases, and when paired with new paid creative, the optimised journey delivered a 44% reduction in cost-per-acquisition year on year.
