Nutribullet Boosts Checkout Conversion 35% with WooPayments

Background

In 2019, Nutribullet recognized that its direct-to-consumer channel was spread across 27 separate microsites tied to individual product campaigns. This setup served retail partners like Target and Amazon, but it complicated site maintenance and diluted brand consistency. The digital team mapped the customer journey and concluded that a unified platform would reduce overhead and deliver a cohesive shopping experience.

After evaluating multiple platforms, the team selected WooCommerce on WordPress for its modular architecture and payment options. They focused on building a foundation that could handle advanced features — from gift cards and continuity billing to payment plans for high-ticket bundles. By mid-2021, the core site was live, mobile-responsive, and ready for a deeper look at checkout efficiency.

Checkout Challenges

Even with a polished storefront, analysis of site metrics revealed a painful checkout drop-off. Customers were taken off-site or into a pop-up window to enter credit card details, often freezing mid-click and triggering rage clicking. The extra step broke trust, especially for shoppers who expected an end-to-end branded experience.

The digital team set clear goals: keep buyers on the main site, secure sensitive data without storing it, and maintain seamless fraud screening. They also wanted flexibility for subscriptions and promotional programs. Addressing these points meant rethinking the entire payment gateway strategy.

Integrating WooPayments

By late 2021, Nutribullet shortlisted payment platforms that ticked integration, security, and ROI boxes. WooPayments stood out for its native tie to WooCommerce and feature set, but the existing environment was heavily customized. Woo Customer Success jumped in, collaborating with the Nutribullet team led by the Director of Business Technology to build custom APIs and update the checkout UI so customers could enter payment details inline, without pop-up redirects.

This integration preserved the Signifyd fraud protection layer and synchronized order data with Netsuite ERP. The teams worked through numerous test cycles, adjusting callbacks to avoid any hiccups in financial reporting or inventory sync. By November 2022, the revamped checkout went live, complete with flexible payment controls.

In-Person Payments

At a spring 2023 expo, the sales team needed a solution for onsite orders. Without a retail point-of-sale, they risked missing opportunities. Using the WooCommerce card reader paired with WooPayments, they swiped cards, tapped mobile wallets, and instantly updated breach-free transactions. Real-time stock levels matched across online and offline sales channels, giving the marketing team clear visibility into product availability.

Measurable Results

Six months after launching WooPayments, Nutribullet pay flow conversion climbed by 35%, blowing past original targets. Customers stayed on the branded checkout page, card information stayed secure, and reporting streams were consolidated. Average order value also edged up, thanks to fewer abandoned carts at the final step.

When Apple Pay and Google Pay rolled out in May 2023, mobile users saw new one-click options. This addition drove an extra 18% lift in conversion among smartphone shoppers. Overall, the brands DTC channel became both more flexible for promotions and more reliable for revenue forecasting.

Next Steps

Looking ahead, Nutribullet plans to deploy WooPayments in call centers and subscription services. They are eyeing APIs that automate recurring billing reminders and gift card balances. With the core architecture in place, the marketing team can experiment with loyalty tiers and dynamic pricing without worrying about checkout breakage.