Iakoe x Hiya
Overview
Many children’s vitamins are basically candy in disguise — often filled with a teaspoon of added sugar, artificial ingredients, & other gummy additives that can contribute to cavities. Hiya was founded to create healthier, cleaner alternatives to traditional vitamins. The brand engaged us to redesign & build their new blog. Here’s a breakdown of some of the tactics that we deployed…
- UX design
- Engineering
Rethinking the blog’s commercial value
We advised Hiya to rethink how they measure success when it comes to their blog. Traditionally, blog success was measured by how much traffic content drove but they had struggled to justify their investment in content as they couldn’t measure the commercial ROI of it. Instead, we recommended measuring success by a new set of metrics & positioning the blog to capture email sign ups as its primary KPI. This would enable the brand to build a unique email flow to nurture this audience, giving them all the data they needed to measure the success.
Clear paths to conversion
We designed shoppable content blocks to include within each article to provide users with the option to “shop the story”. The functionality was built to enable Hiya to test the placement of these content blocks & to continually optimize each page to unlock revenue from content.
Author profiles to improve EEAT
We designed author profiles to include within each blog to improve E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) in Hiya’s content by showcasing the credibility & qualifications of the experts behind the information. When readers can see an author's background, experience, & relevant expertise, it adds a layer of transparency & trust for both users & search engines.
