PhD was established in 2006 by two serious gym-goers on a mission to change the sports nutrition landscape and change performance nutrition choices throughout the UK and Europe. PhD is now truly a global performance nutrition brand, sold in over 45 countries and available in UK high street outlets such as Argos, Holland & Barrett, Boots and Sainsbury's.
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Science in Sport PLC acquired PhD Nutrition in late November 2018. The website phd-supplements.com was then currently hosted on the Magento 1 platform. What made this project unique is that Science in Sport (SiS) needed to bring the current PhD website under its ownership. The best way to achieve this was to merge the current PhD website into the existing SiS website, which therefore meant migrating to Magento 2.
By mid-April 2019 PhD had relaunched with the new address PhD.com, which incorporated a full redesign, new integrations, new features, and SAP integration. The use of layered navigation for category creation was implemented to allow categories to be created quickly and easily for long or short term promotions, with SEO benefits in mind. Seamless integration with the existing SiS Magento 2 codebase allowed both websites to coexist under the same admin but work independently.
By leveraging the Magento 2 platform that scienceinsport.com was already built on, Magento development partners, The Pixel, were able to upgrade the PhD website to be more efficient, manageable and futureproof, and tailor the website entirely to SiS’s needs.
The new PhD.com website allows Science in Sport PLC to reach a younger, more lifestyle-oriented audience than its other brand, SiS. The new site’s focus was to be quick and easy to navigate to relevant product pages, and to speed up the checkout process using advanced menu navigation, category filtering and Klevu search - Klevu deploys Natural Language Processing (NLP) to create an intuitive search facility.
All pages were designed to be clean, clutter-free and purpose-built for mobile navigation and purchase; different homepage banners can be displayed depending on whether viewing on a mobile or desktop device.
The simplicity of the design allowed for helpful information such as nutritional information to be easily read, quick to view, providing all the relevant facts (very important for nutrition and food supplements) to make the user and purchase experience the best possible. Homepage and product pages were also redesigned to support video, adding further to the ability to convey the best and most useful information to customers quickly.
Customer engagement and review platform, TrustPilot, has been utilised to provide in-site reviews and customer feedback. That feedback has so far included: a simple to use website, good customer service, great tasting products, quick delivery, and good discounts.
Trustpilot reviews combined with the customer feedback survey (at checkout completion) and sales, have shown that the upgrade of the phd-supplements.com website to Magento 2 on the new domain (PhD.com) has attributed massively to the increase in sales, traffic, and success.
With the increasing redundancy of Magento 1 (with support for the platform ending in June 2020) it was becoming evident that an upgrade to Magento 2 was necessary to avoid the security vulnerabilities currently being found in Magento 1. Developers, The Pixel, had a wealth of experience in migrating websites between the two platforms (including the parent SiS website 2 years ago) with great success.
As a result, the PhD site is now much more secure and robust, and with the continuing updates and improvements to Magento 2 (the site will be upgraded to 2.2.8 in due course) made possible via the Magento ecosystem (users of the platform provide continuing feedback and security improvements from around the world) the site now benefits from all the most recent, relevant security updates. The upcoming Magento 2.3.1 will also make use of two factor authentication, which is on the roadmap ahead.
Migration to Magento 2 - more efficient ordering process, futureproof, use of layered navigation with SEO benefits:
Customer Focus & Experience - advanced menu navigation, category filtering, Klevu search, Homepage and product page redesign:
The PhD brand has developed very strong online brand awareness since re-launch and is growing quickly with plans for digital Direct to Customer sales to continue to be the number one priority. The overall objective was to take the PhD brand and website to a new level of service and customer satisfaction, and whilst achieving that, increase traffic, customer base and sales. The website, only recently launched, is growing at ~100% YoY on a monthly basis. The site has seen a percentage increase in traffic of 75%, and business turnover growth in the last 12 months of 88%, fully realising that objective.