How We Turned a 0.59% Conversion Rate Into +935% Revenue Growth for a Wellness Brand
A data-driven CRO overhaul that transformed Botanical's Shopify store from bleeding ad spend to A$23,048 in gross sales — in just 30 days.
Company
Botanical
Category
CRO
duration
1
Deliverables
CRO
About the Project
Botanical is an Australian plant-based supplement brand offering
clinically formulated superfood protocols for gut health,
inflammation response, and daily vitality.
With 2,340+ customers and products backed by 23+ peer-reviewed
studies, Botanical had strong product-market fit — but their
Shopify store wasn't converting that trust into revenue.
They came to Inks Studio for a full CRO audit and landing page
redesign to turn their traffic into paying customers.
Problem
- Zero Trust Above the Fold
The hero had an emotional headline but no credibility signals. Users had no reason to believe the claims. - CTA Invisible on Heatmaps
Hotjar heatmaps showed users scrolled right past "Shop Now." The button existed, but nobody had a reason to click it yet. - No Objection Handling
Users wanted proof it works. The page had zero clinical evidence, no ingredient transparency, no third-party validation. - Social Proof Buried at BottomText testimonials existed but were placed in the footer. By then, 94% of users were already gone.
- Desktop-First, Mobile-Heavy Traffic
78% of traffic came from mobile (Facebook/Instagram ads). The page was designed for 1440px desktop screens.
Our Solutions
Solution Used: Conversion Optimization (CRO) + Landing Page Redesign
- Added Clinical Proof Badge
"Clinically Formulated" badge + ⭐ 2,340+ customer reviews placed directly next to the headline. First thing visitors see = proof. - Trust Bar Below Hero
Added a 5-point proof strip: Third-party tested | 100% Plant-based | Results in 14 days | Backed by 23+ studies | Free shipping over $60. - Research-Backed Ingredient Section
Created "Every ingredient earns its place" section with: Transparent dosing on every label, zero proprietary blends or fillers, third-party tested for purity, 23+ clinical studies referenced. - Video Testimonials in the Buy Zone (UGC)
Added 4 video testimonials with verified purchase badges directly above the final CTA. Real names, real results, real faces. - Full Mobile-First Rebuild
Rebuilt with thumb-zone CTA placement, compressed hero images (3.2s → 1.1s load time), sticky add-to-cart bar on scroll, and swipeable product benefit cards.
Visual Guideline
The 6-Step CRO Cycle We Used
01 — OBSERVE DATA
Pulled 90 days of Shopify analytics. Identified that
conversion was 0.59% despite 2,000+ monthly sessions.
78% mobile. A$77 AOV. 12 orders/month average.
02 — RESEARCH & AUDIT
Installed Hotjar heatmaps and session recordings.
Ran a full UX audit across 47 data points.
Deployed a 6-question post-purchase survey
to 340+ existing customers.
Key finding: 73% of customers said "the science behind
the ingredients" was their #1 reason for buying.
But the landing page never mentioned it above the fold.
03 — CREATE HYPOTHESIS
"If we move clinical proof and trust signals above the fold,
add video social proof near the CTA, and rebuild for mobile-first,
we will increase conversion rate by 40%+ within 30 days."
04 — TEST HYPOTHESIS
Ran 4 A/B test variations over 21 days:
- Variation A: Trust badge + reviews (hero)
- Variation B: Video testimonial hero
- Variation C: Stats-led hero (2,340+ customers served)
- Variation D: Product benefit-led hero
Winner: Variation A (+304% conversion vs control)
05 — ANALYZE RESULTS
Variation A converted at 2.39% vs 0.59% control.
Statistical significance reached at 95% confidence
after 3,200 sessions. Mobile conversion increased
from 0.41% → 2.1%.
06 — IMPLEMENT SUCCESSFUL TESTS
Rolled winning variation across all product pages,
collection pages, and landing pages. Applied the
trust-first framework to email and ad landing pages.
The Result
Insight 01
Bundle framing drove AOV without a price change
Simply relabelling the 5-unit pack as "biggest savings" with a per-unit breakdown lifted average order value to SEK 897. No discount required — just better framing and visual hierarchy.
Insight 02
Urgency worked because it was real
Countdown timers tied to genuine campaign end dates — not fake evergreen timers — created authentic urgency. The final 48 hours of both BFCM campaigns drove the majority of conversions.
Insight 03
Mobile was the hidden bottleneck
Over 70% of traffic arrived on mobile. The original layout had no sticky CTA and poor readability on small screens. Fixing this alone had an outsized impact on completed purchases.
Insight 04
Social proof above the fold changes everything
Moving the star rating and review count to the very top of the page — before the visitor had to scroll — reduced early page abandonment and established trust at first glance.
"The page before the overhaul looked like every other Shopify store. After the CRO rebuild, it actually converts — and the Black Friday numbers prove it. Revenue went from zero to over 137K in a single campaign window."
30 Days After Launch:
+18% AOV increase"
3x more orders"
+275% mobile growth
Hundreds of buyers
65% faster load time
~3x net revenue growth
What’s next?
Stop Losing Users to Bad UX
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