Hannah Jarvis

• +19% — Conversion Rate Optimization
• +16.5% — Total Revenue
• +13.7% — Average Order Value (AOV)
• +9.8% — Number of Orders Placed
• +7% — Returning Customer Rate

Between January 2025 and July 2026, our wellness consumer brand ran an 18-month optimization program across its Shopify Plus storefront while simultaneously absorbing a major product lineup expansion—including the integration of B2B products and the launch of a new consumer product line in August 2025, both of which reshaped the catalog mid-period.

For a wellness brand, we used behavioral data and feedback to segment buyers and tailor messaging and post-purchase flows, lifting conversion without added spend. Storefront and checkout upgrades cut friction and boosted repeat purchases. Product pages were rebuilt for mobile-first UX, search/AI discoverability, and social proof, making replenishment SKUs top revenue drivers. We optimized for AI search with crawler guidance, SEO/GEO titles, and structured data, growing AI-driven discovery. Promotions shifted from discounting to replenishment-cycle timing, raising the return customer rate.

An over 7% returning customer rate drove over 9.8% orders and over 13.7% AOV, compounding into more than 16.5% revenue—a growth from retention, not just acquisition, and repeatable across future segments and SKUs.

• +38.8% — Revenue per Recipient
• +24.8% — Conversion Rate
• +12.4% — AOV

My client in the wellness tech space had an original Welcome flow, but sent the same generic, discount-led emails to every new subscriber. It converted, but inefficiently: low revenue per recipient, a modest conversion rate, and no distinction between casual sign-ups and genuinely qualified leads.

In late 2025, I rebuilt the flow from the ground up:
• UX edits: Refreshed creative and copy across all 3 emails, restructured into a clear arc offer, then benefit, then education.
• Audience segmentation: Narrowed the trigger list to a more qualified audience instead of blasting every new subscriber.
• Education focus: Two of the 3 emails now lead with the benefits of the tech and wellness messaging instead of repeated discount pushes.

The new Welcome flow boosted revenue per recipient by 38.8%, conversion rate by 24.8%, and AOV by 12.4%. Despite fewer recipients, each converted and spent more, proving targeted beats generic.

• +9,232% — Conversion Growth on Google
• 3.28 — Return on Ad Spend (ROAS)
• +121% — Reach on Meta
• +142% — Impressions on Meta

Heading into 2025, this personal care brand relied almost entirely on Meta. Google Ads—where shoppers search for high-intent keywords—was barely built out, leaving high-intent demand unmet. Meta also lacked a clear separation between prospecting and retargeting, capping scale. The goal was to build full-funnel Google Ads from near-zero and restructure Meta to scale spend without losing ROI.

Partnering with an outside agency, we built a full Google Ads program across Performance Max, brand search, and shopping around high-intent keywords, then restructured Meta into dedicated prospecting and retargeting campaigns on a CPA-based framework. Seasonal pushes like BFCM 2025 captured peak demand, while expanded top-of-funnel reach on Meta rebuilt a larger retargeting pool.

Google Ads scaled from near zero: 3,660 conversions (+9,232%), 49,200 clicks, $483,590 in value, and 3.28 ROAS. Meta grew reach to 486,300 (+121%) and impressions to 29.7 million (+142%) at a $1.20 cost per click.