BetterBack is a posture correction device that raised $1.65M on Kickstarter and secured a deal on ABC's Shark Tank. TBox built the entire digital commerce layer — Shopify storefront, conversion-focused product pages, email marketing stack, checkout flows, and analytics — powering a product now trusted by 125,000+ customers across 115 countries.
Visit getbetterback.com
The product
BetterBack is not a software product. It's a posture correction device — a physical strap that wraps around the lower back and knees, rotating the pelvis into its natural alignment and eliminating the root cause of most sitting-related back pain. It was created by Katherine Krug after a year of debilitating sciatica and herniated disc pain left her unable to sit at all.
The device raised $1.65M on Kickstarter from 16,500 backers, appeared on Shark Tank, and secured a deal with Barbara Corcoran. By the time TBox was engaged, BetterBack had extraordinary product-market fit and 4.7-star reviews — but the digital commerce layer needed to be rebuilt to match the credibility and scale of the brand.
As seen on Shark Tank · ABC
"I have to admit that after putting it on, it really felt relaxing and great."
— Barbara Corcoran, Entrepreneur & Shark
What TBox built
TBox handled the complete buildout of BetterBack's e-commerce platform, from Shopify theme development to email marketing flows to performance analytics. The goal wasn't just a storefront — it was a conversion engine tuned for a product with a compelling story, strong social proof, and a wide audience.
Shopify store setup & custom theme development
Configured the Shopify store from the ground up and customized the Zest theme to match BetterBack's brand voice — clean, clinical, and credible. Every section was tailored: hero layout, feature breakdown, social proof, comparison tables, and checkout flow. No off-the-shelf template dropped in without thought.
Conversion-focused product page design
The product page does more than show a product — it walks a skeptical customer through the mechanism, the proof, and the risk reversal. We designed the information hierarchy around how people actually read a landing page: hook, credibility, mechanism, social proof, and offer. The result is a page that converts browsers into buyers without requiring a sales team.
Bundle pricing & discount logic
Implemented multi-product bundle options (BetterBack, BetterBack + SuperStraps, 2-pack) with tiered discount logic — up to 47% off on the highest-value bundle. The pricing structure is designed to increase average order value while making the entry price feel accessible.
Klaviyo email & SMS marketing flows
Set up the full Klaviyo lifecycle: welcome series for new subscribers, abandoned cart recovery, post-purchase onboarding (how to use BetterBack on day one, week one, month one), re-engagement campaigns, and SMS flows for high-intent buyers. Each flow is built around the specific moments where BetterBack customers need reassurance or a nudge.
Review system integration (Loox + Stamped.io)
Integrated Loox for photo reviews — critical for a physical product where customers want to see it in use on real people — and Stamped.io for structured text reviews, star ratings, and aggregate widgets. 8,400+ reviews is a significant asset; the integration makes sure that trust is visible at every decision point in the funnel.
Checkout optimisation & Shop Pay
Configured Shop Pay accelerated checkout and the 60-day money-back trial flow — a powerful risk-reversal mechanism that removes the final objection for fence-sitters. The returns/exchange portal (Redo) was also integrated to handle post-purchase without burdening customer support.
Analytics & ad tracking setup
Implemented Facebook Pixel for Meta Ads retargeting, Google Analytics for storefront behaviour tracking, and event tagging across the key funnel steps — product view, add to cart, checkout initiation, and purchase. Every dollar spent on ads can be traced to a conversion.
Landing page copywriting & content strategy
Wrote the conversion copy for the product page — from the hook ("Your back isn't broken. Your chair is.") to the mechanism explanation, competitor comparison, and call to action. Copywriting for a physical health product requires making a clinical claim feel human. Every word earns its place.
What we shipped
| Deliverable | Detail |
|---|---|
| Shopify theme | Custom Zest theme implementation with brand-specific section layouts, mobile-first responsive design, and performance-optimised asset loading. |
| Product page CRO | Conversion-optimised layout with mechanism explainer, pain-point targeting, feature grid, comparison table, and social proof sections. |
| Bundle & discount system | Three-tier bundle logic with automatic discount application, crossed-out pricing, and savings percentage display at each tier. |
| 60-day trial flow | Risk-reversal messaging integrated across page copy, checkout, and post-purchase emails — reducing cart abandonment at the offer stage. |
| Klaviyo flows | Welcome, abandoned cart, post-purchase onboarding, winback, and SMS flows — each targeted to a specific moment in the customer journey. |
| Review integrations | Loox photo reviews + Stamped.io text reviews, with widgets placed at key decision points throughout the product page and checkout flow. |
| Shop Pay & returns | Accelerated checkout via Shop Pay, plus Redo returns/exchange portal for self-service post-purchase handling. |
| Ads & analytics | Facebook Pixel, Meta Ads integration, Google Analytics — with event tracking across the full funnel from first visit to purchase. |
| Custom domain & SSL | Domain configuration, DNS setup, and SSL provisioning on getbetterback.com. |
| Page speed optimisation | Asset compression, deferred script loading, and Shopify CDN configuration to keep load times fast on mobile and desktop. |
What this engagement represents
BetterBack didn't need a team that could follow a Shopify tutorial. It needed a team that understood conversion, storytelling, and the mechanics of selling a physical product online — and could execute at the speed and quality the brand deserved. The 125,000+ customers, $1.65M Kickstarter raise, and Shark Tank appearance were already on the scoreboard. TBox built the digital infrastructure that turned that momentum into a scalable, repeatable commerce operation.
Where the product stands today
BetterBack has sold to 125,000+ customers across 115+ countries and maintains a 4.7-star rating from over 8,400 verified reviews. It has been featured in HuffPost, Entrepreneur, VentureBeat, and on Amazon — and continues to generate word-of-mouth referrals from customers who felt results on the first sitting.
The peer-reviewed clinical study published in the Longdom Journal (2019) confirmed statistically significant pain reduction with 15 minutes of daily use — giving the brand a level of scientific credibility rare in the wellness space. The digital platform TBox built is what enables all of that to convert: browsers into buyers, buyers into repeat customers, and customers into advocates.
We've done the full buildout — storefront, email, checkout, analytics, and everything in between. Let's talk about your product.
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