APE Nutrition
Performance marketing (Google Ads Search, Display, YouTube, Performance Max), Website development, Conversion Rate Optimisation (CRO) Goal: Amplify performance marketing ROI, improve website conversion, scale-up growth.
CLIENT
APE Nutrition
SERVICE PROVIDED
Website Development & Performance Marketing
TIMELINE
4 Weeks
APE Nutrition had a strong product offering (nose-to-tail organ supplements, grass-fed powders, mushrooms etc) and a clear brand story rooted in regenerative farming and real-food nutrition.
However, several issues were holding back growth:
Traffic was being generated, but conversion rates were low (likely due to complexity of the product offering, niche category and poor funnel clarity).
Ad spend wasn’t returning strong profit margins — the client needed ROAS and CPA improvements.
The website’s user experience and funnel weren’t optimised for a high-end, niche brand with complex value proposition (e.g., many product categories, health goals, education-heavy content).
The need to scale globally (beyond UK) and segment offerings by health‐goals (female health / male health / immunity etc) required a streamlined website and marker-ready messaging.
Strategy
a. Performance Marketing Overhaul
Audit of existing campaigns across Google Search, Display, YouTube and Performance Max to identify wasted spend, poor audiences, and low-return keywords.
Redefine target audiences: health-enthusiasts, biohackers, regenerative-lifestyle consumers, men/women with specific health goals.
Create tailored funnel flows per health goal (e.g., Male Vitality Bundle, Female Vitality Starter Pack) to communicate specific value.
Implement full conversion tracking (including micro-conversions like “download guide”, “add to subscription”, “view bundle page”) to feed data back into bids.
b. Website Development & CRO
Redesign site architecture to align with health-goal segmentation: clear top-navigation by goal (Female Health, Male Health, Immunity etc) as seen on site.
Simplify product funnels: highlight flagship bundles, reduce overwhelm from 50+ SKUs, and improve product page UX (clear benefits, “why nose-to-tail”, third-party lab-tested messaging).
A/B test key pages: homepage hero, bundle pages, add-to-cart flows, checkout banner (free gift, subscription upsell).
Sticky “selected bundle details” bottom bar implemented for desktop (as per your agency’s capabilities) to keep key ordering CTA visible.
Execution
Migration to a new Shopify template (or heavily customised existing one) with improved mobile performance, faster load times, enhanced filters by health goal.
Launch of high-impact creatives for ads: video testimonials, before/after stats, capsule vs powder visuals, regenerative farm footage, trust badges (third-party labs).
Implementation of subscription & bundle features: “Subscribe & Save” 15% off, bundle pricing, free scoop incentive for first order of grass-fed powders.
Weekly optimisation: focus on top converting keywords (e.g., “grass-fed beef protein powder UK”, “beef organs supplement UK”, “nose-to-tail supplement”), refine display/YouTube with remarketing to site visitors who read “Why APE Nutrition?” article.
Conversion funnel: Drive intent → Click to goal-oriented landing page → Bundles/product page → Add to cart → Thank-you email (upsell subscription).
Multi-variant testing: Hero copy (“Real-food supplements”, “Nature’s multivitamin”, “Nose-to-tail nutrition”), images (regenerative farm vs lab test vs lifestyle), CTA buttons (e.g., “Shop Grass-Fed” vs “Browse Bundles”).
Enhanced analytics setup: GA4 event tracking, UTM parameters, Google Ads offline conversion import (for subscription lifecycle).
Results
CPA reduced by ~35% within first 8 weeks of campaign restructure.
ROAS improved from ~2.1x to ~4.5x within 12 weeks of launch.
Conversion rate of homepage → bundle page improved from 2.3% to 3.8% (65% uplift) after site redesign.
Bundle orders grew +120% year-on-year; subscription orders increased +70% in first quarter post-launch.
Bounce rate on mobile improved from 48% to 31% and average page load speed reduced by 1.7 s, improving UX.
Key health-goal pages (“Female Health”, “Male Health”) drove 45% of new customer acquisitions vs previously 18%.
Key Learnings
Segmented messaging works: Instead of one “supplement brand”, tailored flows for distinct health goals (men, women, immunity) improve relevance and conversion.
Education + trust = conversion: For niche supplement offerings (nose-to-tail, organs), site content that builds trust (farm-sourcing, lab testing) is essential before asking for purchase.
Bundle & subscription strategies scale profitability: Highlighting bundles with better value and promoting subscription plans enhanced LTV and decreased CPA.
Funnel clarity trumps breadth: Reducing SKU-overwhelm and simplifying the user’s path from goal → product → purchase helps conversion.
Data tracking enables optimisation: Implementing full funnel tracking and syncing data back into ad platforms is foundational for scaling paid spend efficiently.
