What we learned from Olly, Ritual, Nature Made shopping experience.

Supplement companies: you know getting ahead is not just about having the best product.

You’ve got to build trust and create an experience that makes shoppers feel confident about what they’re buying.

We recently took a deep dive with an expecting mom, asking her to shop for prenatal vitamins across three brands: Olly, Ritual, and Nature Made .

She’s not just any shopper—she’s a mom of a two-year-old, expecting her second baby, and she’s serious about what she puts in her body.

Here were the most prominent patterns:

1. Transparency Isn’t Just a Bonus. It’s a Dealbreaker

   What we’ve seen: This isn’t just about ticking off a box. It’s about giving customers a reason to trust you. Shoppers want to know where their ingredients come from, especially with something as personal as prenatal vitamins. And that transparency? It’s not just nice to have—it’s the thing that could make or break their decision to click “Buy Now.”

2. First Impressions Matter—But They’re Not the Whole Story

   What we’ve seen: A great design might catch someone’s eye, but it’s what comes next that matters most. The substance behind the style is what keeps customers engaged and builds that all-important trust.

3. Make Navigation Feel Natural—Not Like a Puzzle

   What we’ve seen: Navigation is all about balance. You want to give customers options without making them feel like they’re lost in a maze. A search bar is great, but so are clear product categories that catch the eye right on the landing page. If there are a lot of different products, navigation menu links like “New Products” and “Value Packs” were helpful in narrowing thinking, but the sheer number of choices often outweighed that & made it overwhelming.

4. Quality Matters—But Don’t Just Say It, Show It

   What we’ve seen: Customers don’t want to play detective when they shop. They want to see the proof right there on your site. Whether it’s showing the ingredients or explaining how they’re sourced, being clear makes all the difference.

The bottom line: Selling supplements isn’t just about what’s in the bottle—it’s about how you make people feel about what’s in the bottle. It’s about creating an experience that’s honest, easy to navigate, and speaks to the people who trust you with their health.

And while you have to work within the guidelines—no over-the-top claims or miracle promises—you can still build trust by being real with your customers.

Ready to see your website through your shopper’s eyes? We help brands understand how real people navigate their sites, what catches their attention, and what makes them leave. Hit us if we can help.