Broya Living

Broya is a Canadian direct-to-consumer brand making organic bone broth concentrates, gut-health products, and collagen-rich supplements. Founded and run out of Ontario, the company sells flavoured and classic broths, variety packs, subscription bundles, tallow balms, and a growing product line through their Shopify storefront. The brand has built a loyal customer base of over 10,000 Canadians and continues to expand into new product categories.

Broya did not come to Refact looking for a ground-up build. They had an existing Shopify store that was functional but underperforming. The founder needed a development partner who could step in, understand the business, and systematically improve what was already there.

Broya’s core problem was conversion. The site was live and generating traffic, but the path from browsing to purchase had too much friction. Product pages did not communicate enough about why bone broth matters or what makes Broya different. The collections pages did not guide shoppers effectively. The cart and checkout experience was not optimized for a subscription-first business model where recurring revenue is everything.

Beyond conversion, there was a broader challenge around the customer journey. Bone broth is a product that requires education. Shoppers need to understand the health benefits, the difference between broth and stock, why organic sourcing matters, and how subscriptions work before they feel confident buying. The site was not doing enough of that heavy lifting.

The founder also needed a partner who could work alongside his internal team over the long haul. This was not a project with a clear start and end date. It was an ongoing relationship where the site would need to evolve continuously as the product line grew, the marketing strategy shifted, and the business scaled.

Because this was an optimization engagement rather than a ground-up build, our approach was different from a typical redesign. We did not start with wireframes. We started by understanding what was working, what was not, and where the highest-impact improvements would be.

The first priority was the product experience. Broya sells a health product, and health products live or die on trust. We rebuilt product page templates with enhanced layouts that lead with storytelling, nutritional information, and doctor endorsements before asking for the purchase. The goal was to answer every question a skeptical first-time buyer might have without making them leave the page.

We restructured the collections pages to guide shoppers more clearly across flavours, bundles, variety packs, and subscription options. The “Super Pack” merchandising and bundle deals were designed specifically to increase average order value while making it easy for new customers to try multiple flavours at a lower per-unit cost.

Subscription infrastructure was the second major focus. Subscriptions are central to Broya’s business model, so we needed the entire flow to feel seamless. We integrated subscription management so customers can pause, modify, or cancel independently. We configured selling plan displays across product pages and the cart to make subscribing the default choice rather than an afterthought. And we built tiered discount mechanics (free shipping thresholds, percentage-based discounts, subscription-exclusive promos) that reward commitment without requiring developer involvement to configure.

The cart drawer itself became a conversion tool. We built a custom cart experience with dynamic discount messaging, upsell recommendations, and a visual progress bar showing how close the shopper is to free shipping. Small details, but they compound.

For trust and social proof, we layered multiple signals throughout the site: product reviews via Judge.me with star ratings on every product card, a dedicated reviews showcase page, and a custom section featuring doctor endorsements. For a consumable health product, professional credibility is not optional.

We also connected a full marketing and analytics stack (Klaviyo for email automation and popups, GA4 for behavioral tracking, Hotjar for session recording, and branded post-purchase tracking pages through Wonderment) so the Broya team could see exactly what was happening at every stage of the customer journey.

Finally, we gave the team content autonomy. Through page builder integrations, the marketing team can create and modify landing pages, campaign pages, and educational content without filing a development request. That matters when you are running seasonal campaigns, launching new flavours, and constantly testing messaging.

Over the course of a five-year-plus partnership, we comprehensively revamped Broya’s Shopify storefront. The work included custom product page templates with nutritional information, storytelling, and doctor endorsements. We rebuilt the collections and category pages for clearer navigation and merchandising. We built a custom cart drawer with dynamic discounts, upsells, and a free shipping progress bar. We implemented subscription management infrastructure with self-service customer controls. The trust ecosystem includes product reviews, star ratings, a dedicated reviews page, and professional endorsements layered throughout. We connected a marketing and analytics stack spanning Klaviyo, GA4, Hotjar, and post-purchase tracking. We integrated page builders for marketing team content autonomy, along with SEO tooling for structured data, meta tags, and search visibility. The work also included an ambassador program page for influencer and community management.

The numbers tell the clearest story. Over a one-year period, Broya’s conversion rate increased from 2.5% to 3.7%. For a DTC e-commerce brand, that kind of lift translates directly into revenue.

Beyond the metrics, the site now does the educational work that bone broth requires. Customers have shared feedback that the site is easy to navigate and presents all the necessary information. The subscription flow feels native rather than bolted on. The marketing team can move quickly on campaigns and content without waiting on developers.

The engagement started in February 2020 and continues today. That length of relationship is the proof point: Broya has not needed to look for another development partner because the work keeps delivering.

“They’ve been great. Our conversion rate has increased from 2.5% to 3.7% over a one-year period. We’ve gotten feedback from our users that our site is easy to navigate and presents all the necessary information. I’d say that they’ve exceeded our expectations.”

“Their team communicates really well. I’ve also been impressed with their design team.”

“They’re a good fit for e-commerce businesses. Utilize Slack and Asana to stay on top of outstanding tasks, and I think your project will succeed.”

Founder & CEO, Broya Living