Nodo Donuts




No dough

A local staple in the brunch scene, even for those who aren’t gluten-intolerant. Nodo’s bakery-cafés are stunning places to meet for a coffee and a donut along with a beautiful breakfast/lunch all over Brisbane. So when founder Kate wanted the brand’s online store to reach that same gorgeous potential, she asked BA to jump in.

To identify the opportunities available to us around the current website, developed initially by Brisbane studio Gangplank, we got started on a Shopify Growth Strategy before rolling our recommendations out across Shopify web work and a digital marketing program. The Nodo site was already popular for pre ordering tasty treats available for delivery or pickup across their many locations. Where BA came in was helping transform how the packaged products, like the blends and coffee beans, were seen by customers far and wide.


The first step in the recipe for Nodo’s online store, our Shopify Growth Strategy naturally involved sampling a range of the donuts themselves (which we’d have done anyway – let’s be real). Having met with Kate many times before and knowing the brand inside and out, we had a strong read on what Nodo needed to do to better play to their strengths online.

  • UX/UI for Nodo at Home

    To support a broader branding update for the Nodo At Home range — that is, flours, mixes, moulds, granolas, coffee beans, and more — we revamped the top navigation. The ‘Shop’ link became ‘Nodo At Home’ to better highlight that this section of the website was not designed for shopping straight from the cafes; it was instead selling the products that allowed customers to bake their own iconic gluten-free recipes at home.

  • Product Page updates

    We updated the product pages to heighten interactivity and style. Our updates included a sticky image gallery that scrolled smoothly down the product description and accordion (which we also built) with the user. 

  • SEO - content & technical

    We added some SEO spice to existing blogs, ensuring that they contained a more effective keyword density and ranked more highly across relevant searches. 

    We also linked references to products in the recipes to the product pages themselves. This boosted clickthrough rates and add-to-carts from recipe pages while also driving overall rankings.


While we transformed the site to include bundles and alter the navigation, we updated the product pages to heighten interactivity and style.

Product Page

With sprinkles on top

Our updates included a sticky image gallery that scrolled smoothly down the product description and accordion (which we also built) with the user. 

We added super cute, interactive icons in the product descriptions so bakers could see recipe ideas as they shopped the product ranges. We spun up some trickery to match the colour of the product description box to the colour of the product packaging, but the client liked the black design so much she kept it across the board.

Our bundle and upsell additions also slotted into the product pages right below the product descriptions to help increase average order value.


Have another...

To better complement Nodo’s wide range of products, and to increase average order value as much as possible, we implemented a bundling and upsell component on both product pages and inside the cart page.

These upsell components pull related products by product tags, so that customers could be enticed to order many gluten free goodies.

Donut Boxes

Previously, customers could only buy donuts as a mixed box for a miscellaneous surprise of half-a-dozen great donuts. There did exist a workaround: an automatic discount applied when six donuts were added to Cart. This worked but it didn’t allow for discount stacking. To fix this sticky shenanigan, we crafted a custom donut selector using Shopify metafields, to let customers pick exactly which six donuts they wanted inside their mixed donut boxes.


For baking inspiration made easy, we built a new filter for the recipes page so that bakers could filter by product rather than with a dropdown. This helped bakers know what they could create with the blends they’ve just bought — or give them some inspiration if they were still on the fence.