*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…
Committed to promoting health, well-being, and longevity through natural supplements. Their flagship product, a potent combination of Shilajit with saffron, is sourced directly from the Himalayan mountains and offers a wide range of health benefits, from boosting energy to supporting healthy aging. The goal of the project was to highlight the unique qualities of this product and effectively communicate its holistic benefits to the U.S. market.
The problem…
The main challenge was optimizing the product page and the overall messaging to resonate with the U.S. audience. The existing content lacked fluent, engaging copy, and didn’t fully explain the product’s unique benefits. Additionally, we needed to craft a compelling narrative around the product’s natural origins, emphasizing its value for health-conscious individuals seeking natural ways to improve their vitality and well-being.
The goal…
Our goal was to showcase the powerful health benefits of Shilajit with saffron while making the product feel accessible, trustworthy, and essential for individuals looking to enhance their overall wellness. We aimed to improve the product page, refine the sales funnels, and increase conversions by tailoring our messaging to the target audience’s needs and desires.
The audience…
Our target persona was Priya Desai, a 41-year-old Marketing Manager from Chicago, IL. Priya is a busy professional balancing her career with her family life, and as she enters her 40s, she is keen on maintaining her vitality and well-being. She is always looking for natural, holistic ways to manage stress, stay energized, and support healthy aging. When Priya discovered the potential of Shilajit with saffron, she was drawn to its natural, ancient roots and its ability to help her feel youthful, vibrant, and energized without the need for synthetic supplements.
Priya’s focus is on maintaining her health naturally, which makes her especially receptive to a product that is both organic and deeply rooted in traditional wellness practices.
The process…
The first step was optimizing the product page, which served as the primary sales page for all the funnels we developed. The original page was lacking a clear, compelling explanation of the product’s unique value. I began by refining the copy to better reflect the U.S. audience, ensuring the language was fluent and approachable. The copy was also designed to highlight the natural origins of Shilajit with saffron and the specific benefits it provides—such as energy boosting, stress reduction, and anti-aging properties.
We also integrated a more compelling offer into the product page to make it harder to resist. This included adding customer testimonials, highlighting the science behind the ingredients, and clearly displaying the product’s benefits.
Other funnels…
To better understand the specific health goals of our audience, we developed a quiz funnel. The quiz asked general well-being and health-related questions to determine what our customers were seeking from the health market. This data was used to segment our audience and shape the next steps of the funnel, ensuring that every interaction was as relevant as possible to each individual’s health needs. This personalized approach helped increase engagement and funnel effectiveness.
The advertorial funnel was a key part of our strategy and consisted of three stages:
- Advertorial: This section addressed the emotional aspects of the problem—highlighting common health issues like low energy, stress, and the desire for natural solutions—while backing these concerns with scientific facts and product benefits.
- Landing Page: After the advertorial, users were directed to a landing page that offered a sneak peek at the product and included more details about its value, along with customer feedback and specific benefits of Shilajit with saffron.
- Offer Page/Checkout: The final stage was the checkout page, which provided a clear and compelling offer to drive conversions.
Through testing, the long-form advertorial funnel proved to be the most effective, maintaining a steady 3% conversion rate throughout. Attempts to shorten or remove steps from the funnel showed that the longer, more detailed version was the clear winner, offering just the right balance of emotional connection and product education.
We also experimented with various short-form landing pages to identify the main selling points that resonated most with our audience. This iterative testing process helped us pinpoint which product benefits were most likely to drive conversions, allowing us to fine-tune our messaging and funnel strategy.