Case Study · Health & Supplements
Where health claims are regulated, structure becomes the lever
ECHT VITAL makes food supplements and was one of the early suppliers of OPC and vitamin D. In this industry, health claims are tightly regulated. That leaves all the more room in the data and in how the shop is built, and that is where we got started straight away.
I'll show you where your shop loses buyers.
Tight limits on messages, plenty of room in structure
Supplement makers may only use approved health claims. So many shops in the sector sound alike. That applies to every supplier equally and is an opportunity for anyone who solves the structure better. If you want to stand out, you work on how the shop is built and on the routes to purchase.
Then there was a technical question. When we started, Analytics and the pixel reported different numbers. As long as that is the case, every budget decision is a guess, for campaigns and in the shop alike. Campaigns were also running on Facebook and Google, and their effect can only be judged clearly with reliable data. Clean numbers are the starting point for any growth here.
Pace from day one, starting with the data
We started without a long lead-in. With access in hand we went straight into the work, and the first point was the data. We looked at why Analytics and the pixel differ and worked on the tracking before any budget question came up. Once the numbers match, you can say which channel delivers what.
Then we tackled the shop. We redistributed content between category and product pages and reworked how product listings are presented. A landing page for a specific occasion and work on the newsletter flow followed. We kept the Facebook and Google campaigns in mind throughout. Each of these measures works on structure, and none needs a new health claim. With regulated products, structure is the lever that moves the most.
Numbers first, then budget
Our advice for shops with regulated products: data comes before any other measure. If two systems report different numbers, you cannot judge a campaign or a shop change properly. With clean data, the room to move lies in structure, meaning how categories and product listings are built. A lot can be achieved there without any new advertising claims. A fast start pays off when the first step is the data.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.