Vital Proteins helps people feel better and live fuller lives through sustainably-sourced nutrition products, promoting health, fitness, and natural beauty. Their website blends education and conversion to convince customers that collagen is the solution for a variety of health needs. 

The Vital Proteins’ homepage directs customers to discover the company's products through the benefit they want to achieve. Collagen may be a new supplement to the user, so starting with benefits makes this user journey more personalized to their health goals.

Vital Proteins continues this product discovery through their navigation with a dedicated category called ‘Shop by Health Need’. This category of products filters them by health goals like Hair, Skin, Nails, Energy, Sleep etc.

For users new to collagen, Vital Proteins breaks down the science behind how collagen is effective, what it heals, and how it works. They feature an educational video highlighting all of the product’s benefits on the homepage.

Knowing that customers do not always enter the site through the homepage, it’s important that this education is present on all key conversion pages of the site. On the product detail page, Vital Proteins continues to educate customers in their ‘What is Collagen’ section with a link to an article to dive deeper. 

They include additional educational content at the bottom of the page in the ‘Raise Your Collagen IQ’ with supplemental blog content.

In the product detail accordion, Vital Proteins highlights the benefits, ingredients, amino acid content, how to use, and FAQs. Under the benefits accordion, they highlight key statistics from their clinical trials to provide credibility and trust from customers.  

To show real customers using the products, there is a video and a quote from their brand ambassador, Jennifer Aniston, about her daily collagen routine below the product detail accordion.

Vital Proteins cross-sells their other products in their ‘You May Also Like’ module. They elevate certain products through badges to help inform customers if a product is new or a best seller. For their product line curated from Jennifer Aniston, they include her name in the product title to encourage customers who love her to purchase her products.