Engage
Attract
Convert
Expand
Operate
The Next Big Thing
Introducing 100+ innovative new platform features, software releases, and partner integrations designed to deliver commerce without compromise.
- Launch Services
- Overview Chart your path to success with specialised services.
- Implementation Project ManagementExperts to ensure you launch on time and under budget.
- Solution ArchitectureSeasoned advisors to help you best design your store.
- Data Migration & OptimisationExpertise on a clean and clear path to migrating your data.
- Enterprise Launch PackagePersonal training on how to set up and launch your BigCommerce Store.
Professional Services Blog Series
Get to know our teams and how they support your success in this Q&A series.
The Global B2B Buyer Behavior Report
This in-depth report provides actionable strategies to help you sell more online.
BigCommerce Helps The Good and The Beautiful School the Competition
See how customizable, cost-effective and reliable BigCommerce is and why we built it that way.
72%
increase in conversion rate
358%
increase in orders
322%
increase in revenue
Performance metrics compare January–December 2020 to January–December 2019.
Seed time and harvest
Jenny Phillips simply wanted to find a quality curriculum she could use to homeschool her children. However, she never imagined that not finding what she was looking for would one day lead her and her husband, Daniel, to build a multi-million dollar business from the ground up.
For a curriculum to pass Jenny’s specific test of approval it had to be:
Completely clean and powerful literature
Combine subjects for more meaningful learning and shorter school times
Be completely turnkey
Be academically strong and very thorough
Emphasize God, nature and high character
Be visually beautiful, engaging and meaningful
Unfortunately, her search to find such a curriculum proved unfruitful. But Jenny, a gifted singer and songwriter, had some hidden seeds of creativity and entrepreneurship up her sleeve. She nurtured those seeds into The Good and The Beautiful, an international company producing pre-K through high school curriculum that offers language arts, handwriting, math, science, history and even electives.
“It quickly went from a nice thing that she made available for free to other homeschoolers as a PDF download to being a resource that was in high-demand. Before we knew it, a business was born,” said Daniel Phillips, Chief Financial Officer (CFO) at The Good and The Beautiful.
After a few years of managing The Good and The Beautiful from the family’s basement, the business outgrew the space and Jenny and Daniel moved operations into a warehouse in Lehi, Utah. It was at this time, when the business became so successful, that Daniel quit his full-time job to help run the operational and finance side of the company.
“We were growing prior to COVID but if you look at our sales from 2019 to 2020, we increased top line sales by 322%. Our sales in 2019 were just shy of $8 million and our total sales in 2020 exceeded $32 million,” said Phillips.
CHALLENGE
Needing more room to grow
The business got its start on 1shoppingcart.com, where Jenny was already managing a website. She just added the curriculum to the site and parents downloaded the courses. “It was a fine platform when we were really small but as we increased our SKU offerings and as the volume of our sales increased, it just didn't have the technical capabilities to handle the size that we had grown to,” Phillips commented.
On top of that, Ashley Nielsen, Chief Administrative Officer for The Good and The Beautiful said, “The look on the front end of our website just needed to be prettier and more user friendly. We felt migrating to a headless architecture using WordPress would help us improve the user experience.”
Besides a better front-end experience for its customers, The Good and The Beautiful also needed a better back-end experience for fulfillment and shipping orders, which was an extremely manual process on the previous platform. “We found some really good shipping and fulfillment apps on the BigCommerce app store that made things significantly easier,” Phillips said.
“We found some really good shipping and fulfillment apps on the BigCommerce app store that made things significantly easier.”
Daniel Phillips Chief Financial Officer (CFO), The Good and The Beautiful
SOLUTION
BigCommerce’s headless solution expands the possibilities
The Good and The Beautiful evaluated a large number of platforms, but only seriously considered BigCommerce, Shopify, Magento and WooCommerce.
The brand shied away from WooCommerce upon learning from various developers that some plugins didn’t work well with one another and were not regularly updated.
Magento was too complicated of a solution. “We wanted something capable, scalable and big but it seemed like with Magento, we would need a big full time development staff on hand to program it,” said Phillips. “With BigCommerce the platform does most of the heavy lifting and programming.”
Where Magento was too complicated, the company found Shopify to be too limited. “As we looked at the various things we wanted, both for the customer experience and then for fulfillment, sales and reporting, it seemed like Shopify was a little too basic. If we were maybe selling a million dollars a year, that might have been something I would have looked at more closely, but it looked like we were too big or that Shopify was geared towards a smaller client.”
The company found in BigCommerce a platform that could scale with its growth – and learning about the various large clients already on BigCommerce proved a major factor in the brand’s decision to launch on the platform. Additionally, BigCommerce’s customer support reputation gave The Good and The Beautiful the confidence it would be taken care of if any issues were to arise.
“We really wanted to be on WordPress because of our particular niche market. We wanted the ability to include a lot of support and educational materials and videos as opposed to selling like a commodity. A headless client with WordPress would enable us to provide the customer experience we wanted,” Phillips stated.
BigCommerce’s partner agency, Modelic, was with The Good and The Beautiful from the start. The agency provided development expertise, added features to the site, and today, if there’s a problem that can’t be fixed by the brand's internal development team, Modelic takes care of it.
Highlighted Applications:
SEO: Yoast
Fulfillment: ShipStation
Shipping Costs: ShipperHQ
Technical Features:
Payment Processor
Braintree
Apps and integrations that make shopping better for customers
“We’re using ShipStation for fulfillment and ShipperHQ to quote shipping costs to customers on the front end,” said Phillips. Additionally, The Good and The Beautiful uses Yoast for search engine optimization (SEO).
Facebook Shop and Instagram Shop are a part of the brand’s marketing mix. “The checkout process is not directly on Facebook or Instagram because people need to really research our products,” said Nielsen. “They're not just one of those one click and purchase type of products. It routes them to our website and we've had a good amount of success from both of those avenues of sales.”
“With BigCommerce the platform does most of the heavy lifting and programming.”
Daniel Phillips Chief Financial Officer (CFO), The Good and The Beautiful
“We really wanted to be on WordPress because of our particular niche market. We wanted the ability to include a lot of support and educational materials and videos as opposed to selling like a commodity. A headless client with WordPress would enable us to provide the customer experience we wanted.”
Daniel Phillips Chief Financial Officer (CFO), The Good and The Beautiful
“I remember the day we launched on BigCommerce. The response from our customers was nothing short of amazing. People were so excited about our new website. The customer support it offers, the automatic emails that it sends them and just the overall customer experience, I know is something that people really enjoy. I think that makes customers come back when they have a good experience.”
Ashley Nielsen Chief Administrative Officer, The Good and The Beautiful
RESULTS
Fond memories and even better results
Having a headless architecture provides The Good and The Beautiful the platform flexibility to educate its customers about homeschooling as well as its curriculum and supporting products. The new website allows the company to connect well with its customers.
“I remember the day we launched on BigCommerce. The response from our customers was nothing short of amazing. People were so excited about our new website,” said Nielsen. “The customer support it offers, the automatic emails that it sends them and just the overall customer experience, I know is something that people really enjoy. I think that makes customers come back when they have a good experience.”
And come back they have. Performance metrics comparing 2020 to 2019 show a 72% increase in The Good and The Beautiful’s conversion rate, a 358% increase in orders and a 322% increase in revenue.
“BigCommerce has been really good for us as a company. It has helped us present ourselves intuitively and make it navigable for our customers,” said Phillips.
LOOKING AHEAD
Growing into a force to be reckoned with
The brand is in the early phases of looking at warehouse management systems, which may be rolled out in 2022. However, for the foreseeable future, Daniel doesn’t see any major changes to the company’s ecommerce strategy.
“I think what's next is that we will continue to refine some of our products, roll out a few new ones and focus on capturing market share. Yeah, I think we'll just keep growing,” Phillips said.
Published: September 2021
See More On These Topics
