Your guide to a successful online presence

Case Studies | read

How Compass helped ‘Chups grow online sales

Here at Compass we’re proud of the work that we do, especially our commitment to transparency. Building a website can be a pretty opaque process, filled with terms, processes, and fees that seem to make little sense and that often leave people wondering what they just paid for and, worse, if it was worth it.

Because that just doesn’t seem right to us, we’ve taken a different approach, one that is dedicated to giving our customers a better website experience than the norm. We’ve developed a la carte pricing that empowers clients to make the perfectly right decision for their needs, resulting in the website of their dreams sans unnecessary cost.

Since one of the best ways to help our customers understand our process as completely as possible is by sharing the experiences of those who came before them, meet Matt and Kori, a husband and wife duo who used Compass to revamp the website for ‘Chups, their beloved line of unexpected takes on ketchup.

Matt and Kori are two foodies on a mission to “diversify the tomato-dominated ketchup market” by bringing ketchup back to its roots. Believe it or not, ketchup originated as a fish sauce in Asia and is defined only by containing a vinegar and spice blend. So, Matt and Kori began expanding on the idea of what ketchup could be by pairing vinegar and spices with fruit elements like cherry and pineapple, and the result was magic.

‘Chups became a smash hit, but their website couldn't quite keep up.

The Challenge

When their home kitchen-based business began to grow, they realized that their website was holding them back. Matt and Kori had been operating their basic site in almost two separate ways by using Shopify for selling and receiving payment for their delicious wares, and Wordpress for blogging about and storing all of their recipes.


Eventually they began to notice what we at Compass know already: This combination and set up limits functionality, hurts SEO (and thus, sales) and just plain isn’t easy to use. Before long, Matt and Kori were spending almost as much time fiddling with their website as they were making their beloved, industry disrupting ketchup, which simply wasn’t working for them. What’s more is that they both have an eye for design and understand the importance of good bringing, something they couldn’t get to shine through on their website by themselves. Ultimately, they felt like their site was falling short of fully depicting the awesomeness of their story and their delicious ketchups.


Matt and Kori’s dissatisfaction with their current site led them to us. As always, they received a dedicated Compass project manager to wrangle every aspect of their process and to spearhead a rethinking of their new site’s content strategy. Through our initial discovery phase, Matt and Kori made it clear that the website of their dreams was one that consisted of a lot of big, beautiful, professional photography that they already had of their products.

After uncovering every dream, wish, and expectation for their site, we understood Matt and Kori’s design preferences completely, and were able to move onto the next part of our process: pairing them with the perfect web designer for their project. After a quick kick-off call to put Matt and Kori in direct contact with their designer, their website was on its way.

Comparing the Chups shop

New product page (left) vs original (right).

Their new site involved setting up their e-commerce functionality with Squarespace instead of Shopify because it let us merge the blog element that was once running through Wordpress into the same Squarespace site. Everything they needed was now all in one place, greatly maximizing both the ease of use (good bye to the days of Matt and Kori spending more time online than in the kitchen!) and cohesiveness — their site finally felt like one integrated site rather than a meeting place for different elements.

Another reason that Squarespace was the best choice for Matt and Kori is because Squarespace has several themes that are dedicated to showcasing stunning photography, a central element of their new site. After just five weeks and for under $2,000, Matt and Kori’s new site was complete.
Image showcasing chups image first designOnce their site was live, as we do with every customer, we gave Matt and Kori customized, easy to use video tutorials that showed them how to add recipes and blog posts to their new site as well as how to manage their inventory and payments through their shiny new Squarespace site. This way, Matt and Kori had all the information they needed in an easily digestible format to hit the ground running with their new site all on their own.


Matt and Kori finally had an imagery-based website that reflected the modern, photographic aesthetic they wanted as the brand for their company that also gave their customers an easy and intuitive way to purchase ‘Chups not only online, but in stores as well through a new store locator on their site. However, the improvement don’t stop there. Because a well made, integrated site is an easily searchable site, they ended up with some serious monetary benefits as well.

Chups_Website_After.pngBecause all of ‘Chups’ content was now centralized on one platform, their search engine optimization (SEO) was dramatically increased by having all of their recipes on their site. This has led to 26% of their online sales now coming from website visitors who find them through online searches. Not only has their website dramatically improved, but so has their sales!

Lastly, and perhaps most importantly, Matt and Kori are thrilled with their new website, one that they think finally represents them in the way that they want to be seen on the web.

We love our new website and it represents our brand just as we wanted. It’s also been great that they’ve put us in the driver seat so that we can manage our own content and product inventory!

Good websites mean happy customers, and that’s what we’re all about at Compass.

Matt Avatar Image

"Hiring someone to build our website was unchartered territory for us, but Compass made the process really easy! We recommend them to everyone that we hear is asking for a website."

Matt Wallace