How We Increased Conversion by 31.6%, Cut CAC by 22.4%, and 2.8× Lead Generation by Fixing the Trust Gap
The Problem
Durva Life did not have a demand generation issue. It had a trust issue.
The product addressed a relevant need, but the market was saturated with similar PCOS health supplement offers, all making similar unsubstantiated claims.
Durva Life’s customers were not questioning the efficacy of such products. They were questioning why they should choose this particular one over the others like it. More traffic would not fix this issue.
The Bottleneck
Durva Life’s website was designed to gain the trust of the consumer before selling to them. However, their messaging did not take into account the different journeys PCOS customers take before buying a product like Durva Life.
Every visitor to the website was shown the same messaging, regardless of if they were concerned with hormonal imbalance, irregular cycle, infertility, or acne. The website assumed that all visitors had already decided to buy a women’s wellness product and were simply looking for the best option.
It did not consider that most visitors were still in the consideration set and had not yet decided to purchase any PCOS related wellness product.
The website answered questions that the consumer did not yet have and failed to address the concerns of the hesitant buyer.
What Changed
We changed Durva Life’s changed their approach to messaging. We stopped trying to convince the consumer that they needed their product and began focusing on answering the questions that a hesitant buyer would have. We positioned Durva Life as a scientifically credible source of women’s wellness information, rather than simply another supplement brand.
We segmented their messaging to speak to different PCOS sufferers with different concerns.
We leveraged the credibility of their founder as an expert in women’s health and utilized that trust in their marketing.
We changed the website copy to stop talking about their product and instead answer the unasked questions of the consumer. We redesigned their entire funnel to nurture the consumer through the buying process and gain their trust before asking for a purchase.
What Was Implemented
- Positioned the brand as a scientifically credible resource for women’s wellness, rather than a supplement company
- Segmented their audience by symptoms, intent to purchase, and journey
- Changed the website copy to address the concerns of the hesitant buyer
- Created educational content to both attract and nurture high intent leads
- Leveraged the founder’s expertise and credibility throughout the customer journey
- Rearranged their paid media strategy around audience segmentation
- Implemented lead capture and nurturing tactics to convert research-focused buyers
Results
+31.6% Conversion Rate Increase — Better positioning and addressing of consumer concerns led to a significant reduction in friction throughout the buying process.
−22.4% Customer Acquisition Cost Reduction — More relevant targeting drove a better mix of leads, reducing the cost per customer acquired.
2.8× Higher Lead Generation Volume — Educational lead generation tactics drove a substantial increase in high intent leads.
+27.4% Lead-to-Customer Conversion Rate Increase — Reduction in customer friction led to a significant increase in conversions from lead to paid customer.
+19.8% Repeat Purchase Rate Increase — Increased consumer trust not only drove more customers to buy once, but also increased retention and repeat purchase rates.