P.S
*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…
This brand offers supplements crafted from powerful functional mushrooms like Lion’s Mane, Reishi, Chaga, and others. These supplements aim to address productivity, focus, and overall health by nourishing the mind and body with natural ingredients. Their goal is to show that struggles with concentration and performance can be tackled holistically, helping users boost their mental clarity, physical health, and gym performance without relying on stimulants.
The problem…
They already had a solid foundation, but the challenge was to enhance the Average Order Value (AOV) and conversion rate while educating customers about the unique benefits of functional mushrooms. Many potential buyers were unfamiliar with these mushrooms, so the key was to simplify the science and demonstrate how they contribute to overall well-being, productivity, and physical health. We also needed to encourage customers to transition from one-time purchases to subscriptions.
The goal…
Our primary objective was to create a user experience that not only improved conversions but also encouraged customers to increase their purchase value by exploring different product offerings. We aimed to boost the AOV and drive subscriptions by showcasing the long-term benefits of functional mushrooms.
The audience…
Our target persona was Alex Rivera, a 29-year-old Graphic Designer from Brooklyn, NY. Alex is a creative professional working in a high-pressure environment that demands constant focus and creativity. He often struggles with maintaining energy throughout the day and staying sharp during long hours of work. Recently, Alex has become interested in holistic health and natural supplements as a way to optimize his performance. He’s looking for a natural, effective solution that supports his mental clarity and well-being without resorting to caffeine or synthetic stimulants.
Alex’s busy lifestyle means he needs a product that works seamlessly with his daily routine, improving both his work performance and his overall health, including his sleep and gym performance.
The process…
Our work with this brand was driven by a data-based approach, starting with a focus on A/B testing. The product page was already performing well, but we identified room for growth by improving both the educational content and the offers available to customers. The first step was educating the audience about functional mushrooms, their individual benefits, and how they work synergistically to improve various aspects of health.
We broke down the key benefits of each mushroom in simple, digestible sections on the product page, explaining what Lion’s Mane, Reishi, and Chaga can do for the mind, body, and overall health. This approach helped customers understand exactly why they should choose Human Pro supplements over more conventional solutions.
In addition to product education, we focused on optimizing the offer structure to encourage larger purchases and increase the Average Order Value. This included creating bundles, offering subscription models, and using clear calls to action that nudged customers toward recurring purchases for ongoing benefits.
Other Funnels…
To further build trust and knowledge, we designed educational funnels that guided potential customers through the science behind functional mushrooms and their best combinations. These funnels included in-depth content on how the mushrooms work together, the benefits of long-term use, and scientific studies backing up the claims. By giving customers a deeper understanding, we aimed to convert hesitant buyers and increase brand loyalty.
Through continuous testing and improvements to the product page, offer structure, and educational content, we successfully enhanced both the AOV and the conversion rate. The educational approach resonated well with users like Alex, who appreciated learning about the specific benefits of each mushroom and how they could help him improve his focus, energy, and well-being.