How we lifted paid conversion rate 35% for a top-10 US supplement brand, at the same traffic
Succession runs the conversion layer for one of the largest subscription supplement brands in the US, alongside its in-house media buying team. By matching landing pages to ad angles, shipping variants the same day and reading results daily on one shared scorecard, we lifted paid conversion rate from 1.78% to 2.41% at roughly the same daily paid traffic.
- Client
- Top-10 US supplement brand (name under NDA)
- Industry
- Supplements
- Platform
- Shopify
- Services
- CRO, Landing pages, Checkout optimization, Media and CRO scorecard
- Result
- +35% paid conversion rate at matched traffic
+35%
Paid conversion rate at matched traffic
1.78% on comparable days before vs 2.41% after, at roughly the same daily paid session volume.
0.63% to 2.2%+
New landing page conversion rate in five days
From launch day to day five, while traffic to the page grew about 3.5x.
31% to 50%
Checkout completion after one same-day change
A checkout-flow change shipped the day it was decided, measured on the same page at the same traffic.
+24.9%
Revenue per session over 90 days
While sessions per ad dollar fell 12.8%: post-click work carried the growth as pre-click efficiency slipped.
Best order day
In the account's history
Posted by the new landing page pair, which carried close to half of the store's online orders that day.
Written by Hamid Chakir, Co-Founder, CRO and Landing Pages
Who is the brand, and what was the constraint?
The client is one of the largest supplement brands in the US. It is subscription-led, and almost all of its paid traffic is cold, mobile and comes from Meta. That is the hardest traffic to convert: a stranger on a phone who saw one ad a few seconds ago.
The brand already had a strong in-house media buying team. We did not run their media. We run the conversion layer: the landing pages that paid traffic lands on, the path from page to checkout, and the scorecard both teams read every day.
At this scale, the constraint is not finding more traffic. It is making every paid session worth more, because each extra dollar of spend tends to buy slightly more expensive sessions. If the page side does not improve, growth stalls even when the media team does everything right.
Why do we only compare volume-matched days?
Because conversion rate moves when spend moves, and most reported lifts are just that movement. Cut spend and the cheapest, least interested traffic goes first, so conversion rate rises without anyone improving anything. Raise spend and the reverse happens. A before and after that ignores traffic volume is measuring the media budget, not the page.
So every claim we make compares days with roughly the same paid session volume. The headline figure in this case study is built that way:
| Before | After | Change | |
|---|---|---|---|
| Paid conversion rate | 1.78% | 2.41% | +0.63 points (about +35%) |
| Daily paid session volume | Baseline | Roughly the same | Matched |
We apply the same honesty in the other direction. When a conversion gain is a denominator effect, for example conversion up because spend was cut, we say so, even when the headline number would look better in a report. We also strip out Meta review-crawler sessions on new pages, which inflate traffic and depress conversion rate on launch day, and we read one market at a time (the US) so a mix shift between countries cannot pass for a lift.
If you want the benchmark side of this, our guide on what a good conversion rate is for a Shopify supplement store covers it.
How did media buying and CRO become one loop?
By giving each team its own lever on one shared scorecard, and by matching every landing page to the ad angle and ad sets that feed it. When the page continues the exact story the ad started, the visitor does not have to re-decide whether they are in the right place.
| Metric | Owner | What it tells you |
|---|---|---|
| Cost per session | Media buying | How efficiently ads buy qualified visits |
| Conversion rate | CRO | How well the page and checkout turn visits into orders |
| Revenue per session | CRO | Conversion rate and order value combined |
| CAC and ROAS | Shared | The outcome of both levers together |
The dashboard that credited the wrong team
The brand's weekly dashboard showed CAC and ROAS, and every ratio had ad spend as its denominator. In one better week, the dashboard credited the gain to media buying. Our breakdown showed the opposite: cost per session had risen 3.4%, while conversion rate rose 9.7%. The gain came from the page side. With spend in every denominator, page work was invisible.
We fixed the dashboard rather than argue about it. Sessions, cost per session, conversion rate and revenue per session now sit next to CAC and ROAS, so each team sees its own lever and neither can take credit for the other's. The result is fewer debates and faster decisions: when a number moves, everyone knows which side moved it.
For the media side of this relationship, see how to calculate break-even ROAS for a supplement brand and whether Meta ads should go to a landing page or a product page.
How fast does a hypothesis become a live variant?
The same day. A hypothesis in the morning is a live page variant the same day, and we read the numbers daily, not in a monthly report. Speed matters at this scale because every day a weaker page stays live costs real orders.
- 1:1 variants. Each variant is an exact copy of the control with one change, so when the number moves we know why.
- Daily reads. Conversion rate, checkout completion and revenue per session are checked every day against volume-matched days.
- Scored on conversion rate. A/B tests run in Intelligems and are judged on conversion rate, the metric CRO owns.
- Same-day fixes. When a read points at a problem, the fix ships the day it is decided, not in next month's sprint.
This is how one checkout-flow change moved checkout completion on a page from about 31% to about 50% at the same traffic: decided and shipped on the same day. If you are choosing a testing tool, our comparison of Intelligems vs Shoplift and how much traffic you need is a good start.
What actually moved conversion, day by day?
A stack of small daily changes, not one big redesign. The best order day in the account's history did not come from a launch. It came from many small, measured improvements compounding on the same pages.
Diagnosis over redesign
Two different page templates carrying the same offer landed within a narrow conversion band. That told us something important: design was not the constraint. Another redesign would have cost time and moved little. The constraint was further down the path, at checkout and in the offer.
Checkout completion was the real leak
So the work moved to checkout completion, the share of people who start checkout and finish it. For cold mobile traffic this is often where most of the loss hides, because it is invisible on a landing page heatmap. Our guide on finding the leaking step when you have add to carts but no sales walks through the same diagnosis.
We do not publish the specific page or offer changes. They are the client's advantage, and they would not transfer to your brand as a recipe anyway. What transfers is the method: find the step where visitors actually drop, change one thing, read it at matched volume, keep what works.
What were the results?
Each figure below is shown with how it was measured, because a number without its measurement context is not evidence.
| Result | Figure | Measurement context |
|---|---|---|
| Paid conversion rate | 1.78% to 2.41% (about +35%) | Comparable days at roughly the same daily paid session volume |
| New landing page | 0.63% to above 2.2% in five days | Launch day to day five, while its traffic grew about 3.5x |
| Checkout completion | About 31% to about 50% | One checkout-flow change, same page, same traffic, shipped the same day |
| Revenue per session | +24.9% over 90 days | While sessions per ad dollar fell 12.8% |
| Best order day | Account record to date | New landing page pair carried close to half of the store's online orders that day |
| Weekly dashboard read | Cost per session +3.4%, conversion rate +9.7% | The week the old dashboard credited media buying |
The 90-day figure is the one we would point a CFO to. Revenue per session rose 24.9% while each ad dollar bought 12.8% fewer sessions. In plain words, pre-click efficiency slipped as spend scaled, and post-click work, conversion rate plus order value, carried the growth.
The new landing page is the one we would point a founder to. It went from 0.63% on launch day to above 2.2% within five days while its traffic grew about 3.5x. Conversion rate usually falls as traffic scales; here it rose, because the page was read and adjusted every day.
What would we do the same for your brand?
Start with an audit, not a redesign. We look at your paid traffic, your landing pages and your checkout, compare volume-matched days, and find the step where your money actually leaks. You get that read whether or not we work together.
- Audit first. Volume-matched baseline, checkout completion by page, and a clean split of what media owns versus what the page owns.
- Fix the scorecard. Add sessions, cost per session, conversion rate and revenue per session next to CAC and ROAS so both teams see their own lever.
- Match pages to ad angles. Each landing page continues the story of the ads that feed it, built alongside your media buyers or ours.
- Ship daily. 1:1 variants, same-day fixes, daily reads at matched volume.
We will not promise you the same numbers. Your traffic, offer and starting point are different, and anyone who guarantees a conversion rate before seeing your data is guessing. What we can promise is the same speed and the same honesty about what moved and why.
Terms are scope-based and month to month, with no setup fee. The first step is a free growth audit. You can also see our services or browse all case studies.
Sounds like your brand?
Succession Media works with Shopify DTC brands doing $50K to $1M a month. A call is worth it if:
- Most of your paid traffic is cold mobile Meta traffic, and conversion rate drops every time you scale spend.
- Your in-house media team is strong, but nobody owns the landing page and checkout layer day to day.
- Your dashboard reports CAC and ROAS only, so you cannot tell whether a good week came from the ads or the page.
- You have tried a full redesign and conversion barely moved.
- Page changes take weeks to ship, and results arrive in a monthly report instead of a daily read.
FAQ
Why not name the brand?
The client is under NDA, so we do not name them or share anything that could identify them. On a call we walk through the full dashboards behind every figure in this case study.
Did you run their media buying?
No. The brand has an in-house media buying team. We ran the conversion layer, meaning the landing pages, the path to checkout and the testing, plus the shared scorecard that shows which team moved which number.
Can you get the same result for my brand?
We cannot promise the same figures, because your traffic, offer and starting point are different. We can promise the same method: an audit that finds your real leak, volume-matched reads, same-day variants and one scorecard your media and CRO work both answer to.
What does the first call look like?
It is a free growth audit. We look at your paid traffic, landing pages and checkout, compare volume-matched days, and show you where conversion is leaking and which team owns the fix. You keep the findings whether or not we work together.