KOS Organic Plant Protein
Historically marketed toward a niche user segment, the health and wellness space has become incredibly saturated in the last decade. To edge out the competition, my nutrition client KOS wanted to optimize conversions for their line of supplements, starting with their best-selling Organic Plant Protein. I tested multiple copy versions to increase sales, ultimately landing on a product narrative focused on their wide array of flavors—a true differentiator since many protein powders only offer chocolate and vanilla varieties.
About the project
My role: Creative Manager, Copy & Content
The challenge: High Facebook ad spend but mediocre sales
The experiment: A/B test different narratives, information hierarchy, and content
The outcome: 97% conversion rate lift
Testing narratives with different content components
The winning experiment is below on the left. Here’s what worked:
Sticky header and footer for desktop and mobile
Sticky coupon code for urgency and reduced risk aversion
Hero with quirky illustrations, scannable icons, and images of real food
Post-CTA reassurance of a 90-day money-back guarantee
3 how-to steps to showcase the ease of use
Social proof with reviews, press, and awards
A clear info hierarchy with more granularity at the bottom, including FAQs to proactively address objections
In the version on the right, I tested a vegan narrative, but it didn’t perform quite as well as the flavor narrative. I further optimized the winning hero section after launch with a flavor dropdown to reduce clicks and streamline checkout.
My role in this project:
researched pain points by mining reviews and user verbatims
conducted a competitor analysis and root cause analysis
created customer narratives, journey maps, and a new end-to-end flow
collaborated with product design, research, marketing, and legal teams
wrote all copy for launch and optimizations
Experiment A: flavor narrative
Experiment B: vegan narrative
Hero card dropdown optimization
Narrative flow to map features and benefits
Narrative flow for persona mapping and value proposition