*The visible project doesn’t include a brand name or logo because I am not permitted to use it.
* When I refer to the project, I use ‘we,’ which refers to the team that worked with me, typically including a developer and a strategist.
About…
Addresses a growing issue in the U.S.: overreliance on melatonin supplements to fall asleep. While melatonin can help in the short term, long-term use often leads to deeper sleep problems. It offers a natural supplement that helps the brain produce its own melatonin, promoting healthier sleep without dependency on synthetic products.
The goal…
The main goal was to create stable, high-performing marketing funnels that support each other. Our best-performing angle centered on comparing the drawbacks of melatonin use with the long-term benefits of natural sleep solution. This strategy informed the structure of our landing pages and marketing efforts.
The challenge…
The main challenge was to educate consumers about the potential dangers of long-term melatonin use, which many were unaware of. With melatonin being widely accepted as a quick fix, we had to shift the mindset from temporary solutions to a more natural, sustainable approach. This required both educating the audience on the long-term impacts of synthetic melatonin and positioning the brand as a healthier, long-term alternative. Convincing people to make this switch—while presenting scientific backing and emotional appeal—was key to the project’s success.
Understanding the audience…
Our target persona was Jason Miller, a 42-year-old Project Manager from Austin, TX. Jason works long hours in the high-pressure construction industry, which often leaves him stressed and struggling with sleep. Over the years, he’s turned to melatonin supplements to help him fall asleep, but he’s beginning to worry about their long-term effects. Jason is actively searching for a better way to improve his sleep without relying on synthetic solutions, looking for a product that not only helps him fall asleep but supports his overall well-being.
FJason’s concerns about melatonin overuse made him a perfect fit for BrainLuxury’s message. He needs a product that’s reliable, easy to integrate into his busy lifestyle, and built on natural ingredients. He’s not just looking for a quick fix—he’s seeking a sustainable solution that gives him more energy for work and allows him to be more present with his family.
The process…
Our primary goal was to build multiple stable funnels that could complement one another and perform well over time. Since the comparison to melatonin was the most compelling angle for our audience, we made sure this message was front and center on all key landing pages.
The product page emphasizes the emotional impact of long-term melatonin consumption. It educates users by helping them realize how much of their life—around 28 years on average—is spent sleeping, and why sleep quality matters so much. This emotional appeal is backed by BrainLuxury’s scientifically proven formulas, guiding visitors through a flow that presents their sleep issues and how the product can provide a solution.
With this strategy, the product page consistently achieved a conversion rate of 3-3.2% per month.
Second funnel: The benefits-stacked landing page takes a different approach. Instead of focusing solely on better sleep or waking up refreshed, this page connects sleep quality to broader life improvements: more energy at work, better mood, and enjoying time with family and friends. This page breaks down how the product works and sets clear expectations for the results.
This clear, straightforward benefits-first approach maintained a conversion rate of 3-3.5% per month.
Last but not least funnel: The long-form landing page was a unique test and a bit of a risk. I created a „wave” structure, where each section—or wave—presented the same core message in different ways, comparing BrainLuxury to melatonin. This design ensured that even if users quickly scrolled through the page, they would still catch important information at any stopping point. The repetitive yet varied structure worked well, delivering a smooth experience for fast scrollers while reinforcing the product’s advantages at each stage.
This experimental page proved successful, delivering a stable 3% conversion rate per month.
Other Funnels…
In addition to the core product pages, we tested several other funnels, including advertorials, product bundles, and alternate product pages. While our main focus was on sleep-related content, BrainLuxury also offers a productivity supplement. We explored how to expand this product line with different marketing angles, although it hadn’t yet reached the same level of traction as the sleep supplement during my work on the project.
Through a clear understanding of the audience and a well-executed multi-funnel strategy, we successfully positioned BrainLuxury as a smarter, more sustainable alternative to synthetic sleep aids. Each funnel played a crucial role in delivering this message, helping to educate customers on the long-term benefits of a natural approach to sleep and overall wellness.