Women’s Hormonal Health Supplement Brand
Breaking Through a Growth Plateau: How We Helped This Supplement Brand Increase Revenue by 68% in 90 Days
Overview
After four years of steady but slow growth, this women’s supplement brand had hit a wall. Their hero product - formulated to support hormone balance in women with PCOS - had a loyal customer base. But growth had completely flatlined.
When they approached LumoSense in April 2025, they had traction, but no momentum. They’d hit six figures a while ago, but couldn’t scale beyond it. And worse - everything felt messy.
What Was Going Wrong
By the time they came to LumoSense, they were:
Burning cash on Meta ads with a 0.32x ROAS
Spending over £50 to acquire a single customer
Getting minimal performance from email marketing (only 10% of total revenue)
Running zero Google Ads
Seeing under 10% of customers choosing subscriptions
Managing multiple agencies with no real visibility or ownership
On top of that, they were dealing with:
Sloppy AI-generated health copy with compliance implications
Disjointed reports that made it hard to know what was working
No clear direction on the creatives to utilise in paid ads
No real connection between their paid ads, site, and email strategy
They didn’t need “fresh eyes.” They needed clarity, a plan, and hands-on support across every part of the business.
What We Did
They took on our full consultancy package: strategy, paid media, email marketing, website CRO, and advisory support - fully embedded in the business.
Here’s what we focused on:
1. Strategy + Unit Economics
We didn’t guess our way through.
Before touching anything, we sat down to:
Analyse every cost: product, fulfilment, packaging, shipping, platform fees
Build out their unit economics
Define their true break-even ROAS and profitable ROAS
Set a realistic target CPA they could scale with
This meant we weren't chasing surface-level metrics - we were making decisions based on what would actually protect margin and drive sustainable growth.
2. Brand Strategy + Persona Mapping
We started with the foundations:
Mapped out customer personas (based on actual buying behaviour and analysing first-party data. We also conducted interviews with the founder so that there were no assumptions)
Built a 30-page brand strategy document with messaging pillars, retention triggers, and funnel-specific positioning
Audited every existing touchpoint (ads, emails, site, checkout, subscription journey)
Prioritised speed-to-impact changes - what could move the needle now, and what needed sequencing
3. Paid Ads (Meta + Google)
Meta
Previous Meta ROAS: 0.32x
Previous CAC: £50+
We:
Scrapped their entire campaign structure
Rebuilt from the ground up using a full-funnel framework
Created a new ad matrix using:
Founder-led content
UGC-style testimonials
Product education & ingredient spotlights
Problem-led hooks
Static + video formats
Within 30 days:
Spend: £835.42
Revenue: £1,976.43
ROAS: 2.37x
Best-performing ad: 11.21x ROAS
They weren’t running Google Ads at all when we started.
We:
Launched a Performance Max campaign
Focused on their hero product only
Within 30 days:
Spend: £397
Revenue: £2,090
ROAS: 5.25x
4. Website Conversion Rate Optimisation (CRO)
We didn’t waste time rebuilding the whole site.
Instead, we focused on the pages that actually drive revenue:
PDP Improvements:
Rewrote copy to reflect customer concerns and outcomes
Restructured layout for better flow
Added trust indicators, social proof, and reviews
Introduced urgency prompts and clear subscription savings
Subscription Growth:
Introduced a cart drawer overlay with one-click Subscribe & Save toggle
Added subtle but visible prompts across PDP, cart, and post-purchase email flows
Improved messaging to address commitment fears
Bundles:
Created strategic product bundles based on common symptom pairings
Used bundles to increase AOV while giving more perceived value
Testing:
A/B tests: headlines, layouts, CTAs, cart drawer
Iterated based on actual user behaviour (Microsoft Clarity)
Result: 25-30% increase in both AOV and CVR
5. Email Marketing
Email was underperforming. Legacy flows were poorly structured, full of generic (lazy) AI-generated content, and not tailored to the real journey of women dealing with hormonal health.
We rebuilt their email system from the ground up.
Flows Rebuilt:
Welcome
Post-Purchase
Checkout Abandonment
Cart Abandonment
Win-back
Review request
Education flows based on product interest
Campaigns:
We sent 4x per week, tailored by segment
Segmentation:
30-day engaged
60-day engaged
90-day inactive
Subscribers vs non-subscribers
By health concern (based on signup journey)
Content Strategy:
Used our 9 content pillar framework, rotating through:
Objection handling
Competitor comparisons
Community stories/testimonials
Ingredient education
Product push
Case studies
Seasonal relevance
Subscription education
Lifestyle tips
Email Performance (within 90 days):
Revenue from email: 10% → 44%
Opt-in rate: 11.25% (industry avg: 4.65%)
Avg open rates: 60%+
New subscriber growth: +115% MoM
6. Subscriptions
Previously:
Uptake was low due to poor visibility and lack of customer education
No clear post-purchase reinforcement
What we did:
Introduced one-click Subscribe & Save in the cart drawer
Added clearer messaging on PDPs around subscription benefits and flexibility
Built subscription-focused email flows (education, value reinforcement, churn reduction)
Reinforced across campaigns, checkout overlays, and bundles
Results (90 days):
Subscription revenue: £12,003.47 (+117%)
Subscriptions are now a major revenue driver, no longer an afterthought.
What Worked
This wasn’t about “running better ads.” It was about treating the business like a whole system—and improving every part of it:
✔ We did the numbers properly
✔ We aligned paid, CRO, and email around the customer’s journey
✔ We tested everything in cycles
✔ We stopped chasing “what looks good” and focused on what works
Final Thoughts
This brand didn’t need more advice. They needed someone to take ownership. Someone who’d been there, understood the realities of running a growing DTC brand—and who could plug in across the board to get them moving again.
This wasn’t about launching “more ads” or rewriting some emails. It was about aligning every lever across their business—from top-of-funnel awareness to conversion to retention—and making sure it all worked together.
We didn’t do it by guessing. We did it by using their own data, customer behaviour, and operational reality to guide every move.
Thinking About Working With Us?
If your growth has slowed—or if you’re stuck between multiple agencies and not seeing results—let’s cut through the noise and rebuild your business the right way.
We don’t just run ads. We connect the dots across your business, challenge what’s not working, and help you scale profitably.
Book a call or drop us a message to get results like these in the next few weeks.