Boosting Revenue Per Visitor by 10.3% For POSSIBLE in 30 Days with VaynerCommerce

About POSSIBLE:

POSSIBLE is a new-to-market brand offering clean-label, organic supplements that are tailored towards health enthusiasts who want clean nutrition to fuel their daily and sporting activities. The brand uses ingredients grown on their farms run by Standard Process (SP). SP is their parent company which has a portfolio of brands ranging from health and nutrition products for humans to pets. They traditionally sell directly to healthcare practitioners, with POSSIBLE being their first foray into DTC.

About VaynerCommerce:

VaynerCommerce is a full service innovation, growth & technology agency designed to build enduring commerce brands. They help brands at various stages of growth solve complex problems.

About Replo:

Replo enables ecommerce teams to create ultra-customizable conversion funnels with ease. From new landing pages to product pages to blogs, Replo helps you build better and faster, no developers needed. The platform integrates with Shopify, so your Replo pages can access all of your Shopify Store data.

Advanced features include detailed SEO controls, A/B testing with our Experiments tool, AI text generation and mobile optimization, and integrations with any tool in your stack. If you’re looking for the perfect partner to supercharge your ecommerce funnel, look no further—we’re here to help.

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The Challenge: Tapping into An Overlooked Product Line

As SP’s first step into a new and uncertain ecommerce space, the team at POSSIBLE wanted to make sure that they’d be able to get it right. They had a brand vision, initial published site designs, and target customer profiles in place—what they needed was further guidance on how to optimize what they already had for growth.

They turned to VaynerCommerce (VComm) to help scale POSSIBLE through its Growth Marketing, CRM, Paid Media, Ad Creative Production, CRO and site development services. With the help of Replo’s landing page builder, Vayner was able to finetune POSSIBLE’s ad to landing page content and growth strategy.

While starting with POSSIBLE, VComm soon realized that POSSIBLE's snack and meal bars were their top sellers throughout the first year of business across revenue, number of orders, volume of subscriptions, and product conversion rate. This was despite the brand’s hero product being protein powders, which received the most marketing coverage throughout paid, organic and on-site channels.

VComm saw great opportunity here, and decided to leverage their insights for growth.

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The Solution: Customizing Landing Pages for the Product

Noticing the successful performance of snack and meal bars—despite having such little marketing attention given to them—VaynerCommerce decided to make a Meal and Snack Bar landing page to send paid advertising, email, and SMS traffic to.

As VComm scaled the brand, they wanted POSSIBLE to put their best foot forward with new customers and, at the same time, encourage past purchasers who hadn’t bought POSSIBLE’s top two products to explore them. Given the snack and meal bars’ high subscription adoption rates, it was highly likely that added marketing attention would translate into an increase in trials of the top product. After initial purchase, the product’s strong retention rates meant they’d be able to capture more sticky customers with high lifetime value (LTV).

On top of that, VComm’s team ran paid social advertisements to the relevant landing pages to create a cohesive ad to landing page funnel, where the ad assets were tailored to the final landing page. The paid social traffic would help their ad algorithms refine customer targeting and, over time, lead to more efficient ad spend.

As any seasoned growth operator would know, creating ad to landing page funnels is not easy. Operators have to select the appropriate ad creative and items first, as the turnover for ad assets is usually so high that it’s not feasible to have a tailored landing page for every ad—even the highest performing ads can experience audience-fatigue over time and fail to drive traffic.

Understanding this, the team at VComm made the strategic decision to feature POSSIBLE’s top SKUs and then match it to a proven advertisement creative that was already running in evergreen campaigns.

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With Replo, VComm could build the landing pages without a single developer. This allowed VComm's developers to focus on more complex site features, while still enabling the team to create highly customized and engaging pages that drove conversions.

Not only that, VComm has found Replo to be a great timesaver during their page building workflows. The app provides hundreds of ready-made and responsive templates inspired by top DTC brands, which VComm can browse and use as a jumping off point for creating custom designs, without having to worry about adjusting every little setting or interaction for Shopify stores.

Replo allows users to copy and paste sections between Replo pages and accounts, so the team could quickly reuse common sections that are more complex, such as custom product carousels which are set with many configurations and dynamic values. In addition, Replo’s new multi-device editing view enables VComm to automatically see how desktop designs propagate to other device types. With this function, the team has been able to build, QA, and adjust styling for landing pages faster than ever, optimizing the landing page across all devices.

By delivering in-depth customization, ease of use, and advanced time-saving features, Replo was the perfect tool for VComm to execute on their vision for POSSIBLE’s online store.

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The Result: Building the Winning Landing Page for POSSIBLE’s Conversion Funnels

As with all successful ecommerce campaigns, VComm took a metrics-driven approach by testing two different versions of their newly designed meal and snack bar landing pages. Both pages were built on Replo and leveraged the platform’s highly flexible design functions.

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Landing Page V1

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The first version featured a more classic design, including two product sections for the meal bar and the snack bar respectively, a carousel of key ingredients, a carousel of customer reviews for social proof, CTA buttons per product, and a section introducing different protein powders—POSSIBLE’s hero product. In addition, the first version includes a countdown timer for a 20% off discount code in the banner to better drive urgency and increase new customer acquisition.

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VComm also created an advertisement to landing page funnel, with complementary design assets between both the static paid social advertisement and landing page. This helped maintain consistency between conversion funnel touchpoints and build brand familiarity and trust in new customers.

Between November 2023 to June 2024, the first landing page version led to a performance boost of a 29% increase in CVR, as compared to all previous paid social traffic.

Landing Page V2

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The second landing page version featured an innovative approach that built upon the more traditional design in the first landing page version. Here, VComm’s main objective was to provide a comparative approach between POSSIBLE’s two most popular SKUs (meal and snack bars), which are in the same bar product line.

Not only that, they wanted to make it easier for customers to add to cart, so they introduced the ability to add both SKUs to cart with a single button click with a “I want both” button and a section dedicated to the specific benefits of purchasing both types of bars. In addition, lifestyle creative and videos were introduced to make the page more engaging and present the product in use cases which would resonate with POSSIBLE’s target audience.

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An impactful tagline to “Never go hungry again” and a CTA button to “Shop Now” in the header also did a stellar job of hooking in the viewer from the get-go. Landing page V2 was also placed in a cohesive advertisement to landing page funnel, featuring static paid social ads and UGC style ads, both of which reflected the “lifestyle-content” focus in landing page V2.

A/B Testing: Landing Page 1 versus Landing Page 2

To identify the winning asset, VaynerCommerce took both landing pages and ran them in a 50/50 URL split test from the same advertisement for about 1 month, with V1 featuring the 20% off discount, while V2 had none. Landing page V2 outperformed V1 significantly, with a 9.91% increase in conversion rate (CVR) and a 10.25% boost in revenue per visitor.

Through diligent A/B testing, VComm was able to determine the winning page and funnel required to tap into a previously under-leveraged product line and boost POSSIBLE’s AOV.

Building for a New Product Launch

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VaynerCommerce didn’t stop there. Since then, they’ve used Replo to help POSSIBLE build out ad to landing page conversion funnels for a whole new product launch—Whole Food Electrolyte (WFE). With Replo, VComm has created landing pages and product detail pages, both of which take an ingredient-breakdown and health benefits-focused approach in their content.

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Combined with POSSIBLE’s narrative of wellness and environmental care, the new WFE pages do a great job of expanding the business’ product lines while staying loyal to the brand’s identity. To round it all out, VComm matched the copy, color styles, promotional discounts, and visual assets for their email creative and paid social video ads to the WFE landing page, creating a cohesive funnel from start to finish.

Closing Thoughts: Optimizing Ad to Landing Page Funnels With Replo

With Replo, VaynerCommerce was able to build, test, and identify a winning landing page for POSSIBLE that delivered a 9.91% increase in conversion rate (CVR) and a 10.25% boost in revenue per visitor in the course of a single month. This not only informed the content and style of the page itself, but also shaped the top and middle funnel assets leading up the landing page.

Replo is excited to work with agencies like VaynerCommerce and brands like POSSIBLE to better leverage their hero products and boost their landing page conversion rates. Building a high impact conversion funnel as efficiently as possible is both an art and a science, and the goal is to equip users with the best tools possible.

Looking to try out Replo? Get started here or access a full product demo to learn more about the product! Join the Reploverse Slack community or follow Replo on X to stay updated on the latest.

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