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New frontend and focus on meal boxes result in increased traffic and revenue

The Collaboration

Skagenfood has long been known as Denmark's leading provider of fresh-caught fish delivered to your doorstep. But now, the competition has also intensified in the pursuit of the growing meal box market. The meal boxes are delivered with the same high quality as the fish, along with easy and delicious recipes created by Skagenfood's talented chefs. With the goal of increasing traffic and conversion, especially for meal boxes, Skagenfood decided to build a new frontend with improvements in user experience (UX). To accomplish this task, Skagenfood chose to collaborate with Novicell.

The Task Included

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    Visual, modern, and dynamic design tailored to the target audience.

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    New frontend with a focus on performance and user experience.

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    User-centric approach with a new menu structure and sticky filter.

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    A/B testing of the purchase flow

    A/B testing and heatmaps that optimize the site based on user behavior.

New design

For Skagenfood, Novicell created a visually appealing and modern design with plenty of space for storytelling and video implementation. The expression is dynamic and vibrant, targeting the audience that appreciates quality in the presentation. With large, appetizing images, the new design maximizes food appeal. At the same time, the brand-new menu structure and a smart sticky filter ensure an improved user experience throughout the site.

Learn more about Novicell's work with UX & Design

Success in the synergy between elements

The new site for Skagenfood is built headless on top of an existing Umbraco platform, with the frontend developed as a Single Page Application (SPA) using the Vue.js and Nuxt.js frameworks. This approach allows for maximum focus on performance and user experience on the site.

In terms of content, Skagenfood's strong desire for clear Unique Selling Propositions (USPs) has now been fulfilled. Additionally, the CTAs (Call-to-Actions) have been made clear and optimized, and a completely new checkout flow has been created. The UX-optimized design and frontend work were followed by a massive SEO effort, which has had a significant impact on both traffic and conversions.

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more sessions

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more new users

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increased revenue

Meal boxes

One of the goals from the beginning was to strengthen Skagenfoods' position in the meal box market. Therefore, this part has received extra focus, and the universe has been expanded with new filtering options, delicious images, and a user-friendly gallery where all the meal kits are presented with their key USPs. In the meal box universe, you will find the classic one with fish, a new vegetarian box, and a heat & cook option for those who prefer convenience.

Skagenfood App 2.0: From Hybrid to Native

For many years, Skagenfood has been delivering high-quality meal boxes and specialty products to the Danish people through a subscription service. Skagenfood envisions being an integral part of Danes' healthy and flavorful culinary experiences, in a concept that is easily accessible, convenient, and time-saving. A crucial aspect of this vision is Skagenfood's app. Through the app, customers can manage their subscriptions, find inspiration for new and exciting meals, view upcoming deliveries, and access the accompanying recipes for each meal box.

In 2020, Skagenfood, in collaboration with Novicell, launched their App 2.0. This redesigned app represents not only a technological shift towards a more future-proof direction but also a complete reimagining of the user experience. The new App 2.0 focuses on creating an inspiring universe that remains as user-friendly as a TV remote control. The previous Skagenfood 1.0 was built using outdated hybrid technology. With the transition to App 2.0, Skagenfood has gone native to ensure stability, performance, and, most importantly, the ability to integrate powerful features in future versions that leverage the hardware capabilities of customers' devices.

Novicell has been very accommodating and flexible throughout the entire process, which has required a lot from all parties involved, as the modernization of our existing platform necessitated a lot of investigations and new development. The improved frontend, which is now underway, is our first step together. We look forward to the series of upcoming improvements just around the corner that will further enhance the customer experience.

Foto af Peter Bagge
Peter Bagge, Founder & Director

Ongoing adjustments and A/B testing of the purchasing flow have a significant impact on the bottom line

With high competition in the meal box industry, it is crucial to have a strong focus on conversion optimization: getting the most out of your website visitors. Through continuous testing, analysis, and a deep understanding of the business and customer segments, the goal was to optimize the purchasing flow.

... And that's how we managed to prevent a potential annual loss of 2 million Danish kroners in customer lifetime value.


Through the use of Mouseflow, heatmaps were recorded to gain quantitative insights into user behavior. Qualitative insights were obtained from a previously conducted user test. Simultaneously, behavioral data in Google Analytics was reviewed and compared with the insights from Mouseflow. This data was combined with a classic UX review of the purchasing flow. And thus, we had a solid foundation for optimization suggestions that could increase the conversion rate.

Learn more about Mouseflow

Potential loss of 2 million Danish kroner annually

The minor changes improved the conversion rate, but something still wasn't quite right. Therefore, an A/B test was initiated for the two customer entry points available: the meal box guide and the classic meal box overview. The A/B test confirmed our fears: Skagenfood was losing profits on the meal box guide. Users of the guide were completing purchases to a lesser extent compared to those on the meal box overview. A forecast indicated that they would miss out on 2 million Danish kroner annually in customer lifetime value if traffic continued to be directed through the meal box guide.


As a result, the guide was discontinued, and full focus was shifted towards optimizing the classic purchasing flow to improve performance. This is also achieved through ongoing behavioral analysis and A/B testing. It's not enough to create a great solution. As an e-commerce company or B2C/B2B website, it is essential to continuously monitor performance, identify areas for improvement, and test them to ensure optimal business operations.

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