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 variants 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. My best-performing experience is on the left.

Some of the design components we found conversion success with include:

• Sticky header and footer for desktop and mobile

• Sticky coupon code for urgency and reduced risk aversion

• Hero with quirky brand illustrations, scannable ingredient 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 address questions

In the version on the right, I tested a vegan narrative, but it didn’t perform quite as well as the flavor narrative. We further optimized the winning hero section after launch with a flavor dropdown to streamline the checkout process.

My role in this project:

• researched user pain points

• conducted a competitor analysis

• created a customer narrative and emotional journey map

• collaborated with a product designer on wireframes

• wrote all copy for launch and optimizations

We sustained a conversion rate lift of 97% for 6+ months when compared to the client’s control page.