Featured Case Study · Health and fitness supplements (ecommerce)
Health and Fitness Supplement Ecommerce Brand
A health and fitness supplement brand's ecommerce experience wasn't addressing the real reasons buyers hesitated (product quality, ingredient transparency, health claims, taste, and personal fit), leaving a standard ecommerce template to carry a persuasion job it wasn't built for.
Engagement snapshot
- Business model
- DTC ecommerce
- Industry
- Health and fitness supplements (ecommerce)
- Work performed
- Evidence pointed to trust as the primary blocker, not discovery or navigation, so the redesign concentrated on credibility and risk-reversal: a full ecommerce redesign onto an enterprise commerce platform, direct-response landing pages stripped of navigation, testimonials and expert/video proof, transparent ingredient and claim presentation, product-specific experiences by flavor and need, guarantees, and direct CEO messaging.
- Verified result
- The redesigned experience increased revenue per visitor by 65% while also improving conversion performance.
- Capabilities
- Conversion Optimization, Ecommerce Optimization, Personalization
Business context
Health and fitness supplements (ecommerce) · DTC ecommerce · Mid-Market.
The business problem
Trust & Credibility
A health and fitness supplement brand's ecommerce experience wasn't addressing the real reasons buyers hesitated (product quality, ingredient transparency, health claims, taste, and personal fit), leaving a standard ecommerce template to carry a persuasion job it wasn't built for.
The decision we made
Trust Before Purchase
Revenue per visitor / conversion performance
What changed
Evidence pointed to trust as the primary blocker, not discovery or navigation, so the redesign concentrated on credibility and risk-reversal: a full ecommerce redesign onto an enterprise commerce platform, direct-response landing pages stripped of navigation, testimonials and expert/video proof, transparent ingredient and claim presentation, product-specific experiences by flavor and need, guarantees, and direct CEO messaging.
Verified result
The redesigned experience increased revenue per visitor by 65% while also improving conversion performance.
What this teaches
When evidence shows the blocker is trust rather than discovery or navigation, concentrating execution almost entirely on credibility and risk-reversal elements outperforms conventional CRO levers like layout or checkout-friction fixes.
How we would apply AI today
Today, AI would accelerate the conversion optimization work behind this engagement: synthesizing evidence about the trust & credibility pattern faster, drafting audience-specific page and message variants for review, and learning from what visitors actually do so the next iteration is better-informed. Expert judgment still decides what to test and what the evidence actually means; AI speeds up the work, it doesn't replace the decision.
Who this fits
This approach is useful when:
- Ecommerce brands with premium or health-adjacent products where buyers hesitate on quality, ingredients, or fit
- Brands running direct-response or campaign landing pages outside their main navigation
- Teams that suspect their conversion problem is credibility, not discoverability