Case Study 3 — Beverage
From filters to guided discovery
Buying Moment
Discover
Structural Unlock
Structured, repeatable discovery journeys
Outcome
From catalog browsing to meaning-led exploration
Key Insight
From filters to guided discovery — without rebuilding collections.
The Challenge
Traditional e-commerce structures weren't built for the complexity of modern customer journeys. Every visitor arrived with different intent, but they all saw the same experience.
- Generic product pages that didn't match the promise of paid ads
- One-size-fits-all navigation that confused first-time visitors
- No way to create targeted experiences without rebuilding the entire site
- Lost conversions from the disconnect between ad messaging and landing pages
We were spending thousands on ads, but our landing pages weren't speaking to what brought people in. The disconnect was killing our conversion rates.
At-a-Glance
Functional Beverage
Global
Paid social, creators, content
Discover
Multiple tabbed collection storefronts
Days
The Situation
Context, Not Problem
The brand was a fast-growing functional beverage company built around benefits like energy, focus, recovery, and sleep. Growth was driven largely through paid social, creator partnerships, and benefit-led campaigns.
The team was investing heavily in lifestyle storytelling and problem-solution messaging to attract new customers who were curious but not yet committed.
The Structural Mismatch
Shoppers were arriving with curiosity intent — looking to feel better, focus longer, sleep deeper, or recover faster.
But the site was built around product lists, filters, and sorting.
Filters and grids are built for narrowing, not for learning.
People were coming to discover. The site was asking them to browse.
The Constraint
This mismatch created a ceiling:
- Benefit-led campaigns lost momentum after the click
- Users skimmed grids without direction
- Discovery was left to chance
The brand was paying for curiosity and wasting it.
The Decision
Instead of redesigning collections, building custom pages for every campaign, or adding more filters, the team chose to add dedicated discovery storefronts using RevWay.
Additive
no replacement of existing collections
No rebuild
the catalog remained intact
Faster
new discovery paths could be launched in days
Design discovery, don't delegate it to filters.
Storefront Strategy
Core
The team launched multiple Tabbed Collection Storefronts, each structured around user needs, not product categories.
Energy Storefront
Focus Storefront
Sleep Storefront
Each tab:
- represented a clear outcome
- had its own headline and explainer
- showed a curated set of products
- ended in a focused CTA
The tab became the guide. Not the filter.
Campaign Mapping
With structure in place, campaigns could now land with intent:
“Beat the 3pm slump”
Energy storefront, 3pm Slump tab active
“Focus without caffeine”
Focus storefront, No Jitters tab active
“Sleep better naturally”
Sleep storefront, Wind Down tab active
Each campaign now opened directly into the relevant discovery path.
The Storefronts
Visual Proof
Visual Coming Soon
Energy Storefront — 3pm Slump tab active
Visual Coming Soon
Focus Storefront — No Jitters tab active
Visual Coming Soon
Sleep Storefront — Wind Down tab active
Each visual shows a different discovery journey, not just a different product list.
How It Was Used
Process + Iteration
The team followed a repeatable loop:
Identify a benefit or feeling
Duplicate a base storefront
Rename tabs and reorder them
Swap products and copy
Add campaign-specific offers
Launch and test
Once one discovery flow worked, creating the next was easy.
Discovery became a system, not a project.
Impact
Higher engagement across benefit-led campaigns
Reduced bounce from curiosity traffic
Increased add-to-cart from discovery flows
Faster iteration on campaign concepts
People explored with purpose, not confusion.
Why It Worked
Category Thesis
People don't want to browse drinks. They want to solve a feeling. By structuring discovery around outcomes, the brand replaced wandering with guidance.
Because discovery is about direction, not filters.
Key Takeaways
Stopped using collections as catalogs
Collections became journeys, not lists.
Turned discovery into a designed motion
Curiosity was guided, not left to chance.
Launched multiple discovery storefronts
Each need had its own path.
Made iteration effortless
New flows were created by tweaking what worked.
Unlocked contextual offers and experimentation
Each storefront could carry its own incentive and be A/B tested.
“We finally have a way to guide discovery instead of hoping people find their way.”
— Director of Growth
What's Next
The brand is expanding into:
Each new angle now has a structure to live in.
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See how RevWay can help you unlock new growth opportunities with personalized storefronts.