Gelmix Case Study

Parapharma Tech, the makers of Gelmix, is a company that prides itself on providing Nature’s Healthier Thickening Option. We sat down with COO Melissa Malone to learn more about the company and the recent growth they’ve experienced as a result of switching to BlueSnap.

“We knew we had made a good decision when we saw our bounce rate drop overnight on the checkout page from 25% to less than 1%. Overnight! We were shocked!”

Introduction

Can you tell us what Gelmix does in your own words?

Gelmix is a thickener that essentially helps babies to eat, so that’s the most important thing we do. Whether a baby has reflux or dysphagia (trouble swallowing) a thickening agent is often a first line of therapy. We want to help with feeding in a way that is safer and healthier than thickening methods of the past. Gelmix was developed as an alternative to rice cereal (which cannot thicken breast milk) so that parents have more natural healthier choices when it comes to thickening and feeding options.

How do you find customers?

Our product is organic, and so are most of our marketing efforts. Parents looking for organic options to thicken breast milk hear about Gelmix from other parents, often taking our product back to their physicians and teaching them. We’re a small company so most of our marketing efforts are carried out online through Google and Facebook. We attend healthcare conferences to teach professionals about the product and we host webinars to help people become more aware of the healthier options that exist.

The Challenge

So why did you switch to BlueSnap?

Our company was founded in 2010 and we used PayPal to process our gelmix.com payments, but we outgrew them. We were experiencing a plethora of issues with PayPal, but our biggest problem was a lack of automation. We run our site with WooCommerce on WordPress, and I absolutely love it. With PayPal, the integration to WooCommerce was full of glitches. Let me give you an example: there were times when a PayPal payment would be charged to our customer, but we wouldn’t get an update in WooCommerce indicating the order.  So we found that our customers were being charged, but the order wasn’t registering in our system. It took a while for us to recognize that this was happening, and it led to manually reviewing our orders in Woo vs. our PayPal orders on a daily basis to double check that there were no missing orders. Since we’re such a small company, this was incredibly time consuming, so I started to look for a new solution.

" We run our site with WooCommerce on  WordPress, and I absolutely love it. With  PayPal, the integration to WooCommerce  was full of glitches. "

Our products are incredibly time sensitive. If your newborn baby is struggling to eat, you want to make sure he is getting relief as quickly as possible. Any delay in product delivery was a major inconvenience for our customers. If an order ever went wrong we would fully refund the customer – but we ended up eating a lot of costs that were the result of PayPal’s integration error.  At the end of the day, I wasn’t feeling valued as a customer. When I reported these issues to PayPal their customer support was not responsive.

The Solution

So you switched to Bluesnap?

I had Tweeted a lot of complaints at PayPal, and someone from BlueSnap’s support team reached out to demo their solution. We liked what we saw and started exploring integration options. During the coding process we did hit an initial snag – but the BlueSnap team was on it right away and we were up and running. Our new integration was a much more seamless experience for our clients. We knew we had made a good decision when we saw our bounce rate drop overnight on the checkout page from 25% to less than 1%. Overnight! We were shocked! Basically – the new BlueSnap checkout experience had a direct and immediate impact.

The best thing so far about BlueSnap is I don’t have to think about it. With PayPal, something was always wrong. When BS customer support called I thought maybe something was wrong, but they just wanted to do a case study.

Our products are incredibly time sensitive. If your newborn baby is struggling to eat, you want to make sure he is getting relief as quickly as possible. Any delay in product delivery was a major inconvenience for our customers. If an order ever went wrong we would fully refund the customer – but we ended up eating a lot of costs that were the result of PayPal’s integration error. At the end of the day, I wasn’t feeling valued as a customer. When I reported these issues to PayPal their customer support was not responsive.

How are you integrated to us?

We are using the WooCommerce plug-in with Client Side Encryption. This helps minimize our PCI burden, but we still have the benefits of a branded checkout page. We no longer redirect our customers to a third party site to pay, which our web team believes is a big reason for the jump in conversions. The average infant will need a thickening agent for about 6 months and the product lasts anywhere from 2-3 weeks. To meet this customer need, we are talking now with BlueSnap about enabling subscriptions; I think this will be a really valuable addition for us.

Results

So what impact did the switch to BlueSnap have?

Our gelmix.com sales have gone up. I would like to say that it’s all due to my own marketing efforts, but BlueSnap has definitely played a major role. People don’t trust PayPal as much as we think. Only offering a PayPal option made us look like small potatoes. Since we’ve implemented BlueSnap, we’ve seen an increase in our online sales by about 35%. Basically – the new BlueSnap checkout experience had a direct and immediate impact on our sales growth.

" Basically – the new BlueSnap checkout experience had a direct and immediate impact on our sales growth. "

We’re really pleased with the impact BlueSnap has had on our sales and the overall time they have saved our day to day operations. As a company, we have new innovations on the horizon. There is a demand for healthier feeding and thickening solutions and we aim to meet it. We’re excited to see how BlueSnap will continue to support us and improve our conversions as we reach new heights.

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