Achieving a 63% conversion rate: How we implemented targeted messaging to position a brain health brand as a category leader

Why broad messaging falls short in the brain health market

The brain health market brings together customers with different motivations, priorities, and awareness levels. As a result, the same message is unlikely to resonate equally with everyone who comes across a brand.

For myBrainCo, this market context made targeted communication particularly important. The brand needed to build awareness around proactive brain health while adapting its messaging to different audience needs without losing a clear and consistent identity.

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Where myBrainCo had room to capture more growth

myBrainCo wanted to increase organic traffic and brand awareness while improving revenue and Return on Ad Spend (ROAS). The main opportunity was to make better use of the attention the brand was already generating by connecting website activity more closely with conversion, email, and retention.

Rather than focusing on visibility alone, the strategy needed to create a clearer path from the first website interaction to ongoing customer communication. This meant strengthening the touchpoints that could capture interest, encourage action, and support longer-term customer relationships.

How Growth Gurus refined the marketing approach

Capturing website interest with pop-ups

We created and optimized pop-ups to engage visitors at key points during their website experience. This included a main homepage pop-up and an exit intent pop-up designed to reach visitors before they left the site.

The homepage pop-up recorded 23K+ impressions, while the exit intent pop-up generated 10K+ impressions. These touchpoints gave myBrainCo additional opportunities to capture interest and build their list, allowing them to continue communicating with people who had already interacted with the brand.

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Building stronger email flows

Email flows extended the customer journey after the initial website visit. Through targeted email marketing, Growth Gurus created and optimized follow-up communication that supported continued interaction with the brand.

The Welcome Flow became an important part of this work, generating a five-figure order value within 90 days. The result showed how structured lifecycle communication could turn initial interest into meaningful revenue.

Educating customers about proactive brain health

A key part of the strategy was using educational content to build awareness around proactive brain health and help customers better understand the category and myBrainCo’s products.

Educational content allowed marketing messages to provide context alongside product information, which supported a more consistent brand position across different customer touchpoints.

Supporting retention through The Brain Trust

The engagement also included work on The Brain Trust, myBrainCo’s loyalty program. Growth Gurus supported the program’s strategy and design across web and mobile, creating clear ways for customers to earn points through purchases, referrals, social activity, and other brand interactions.

By making the earning process and available rewards easier to understand, the program gave customers several reasons to keep engaging with myBrainCo while creating a clearer path toward repeat participation and loyalty.

The results

The work delivered measurable results across onsite engagement, email performance, and lifecycle revenue:

• 23K+ homepage pop-up impressions: The primary onsite pop-up generated significant visibility among website visitors.
• 10K+ exit intent pop-up impressions: The exit experience created another opportunity to capture attention before visitors left the site.
• Five-figure Welcome Flow order value within 90 days: The Welcome Flow began generating meaningful revenue within the first three months.
• 63% conversion rate: The engagement delivered strong conversion performance.
• 81% click rate in flows: Automated email flows generated high levels of click activity.
• 28% year-over-year growth in flow revenue: Revenue generated through flows continued to grow year over year.

From a conversion rate optimization perspective, these results point to the value of improving the overall e-commerce experience rather than relying on a single channel or campaign to drive growth.

Strengthening myBrainCo’s position in brain health

The strategy wasn’t only about improving sales and marketing performance. As myBrainCo reached more customers, it was also important to keep its message clear and consistent.

Targeted messaging and educational content helped myBrainCo explain the value of proactive brain health at different stages of the customer journey. This helped the brand build stronger connections with its audience and strengthen its position as a leader in brain health solutions.

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What wellness brands can learn

For brands working in health and wellness e-commerce, the myBrainCo case study shows why individual marketing activities work best when they support a cohesive broader customer journey.

• Capture interest while it is active: Homepage and exit intent pop-ups can create additional opportunities to engage visitors who are already interacting with the website.
• Continue the relationship after the visit: Email flows can carry initial interest into follow-up communication, while Welcome Flows provide a structured introduction for new subscribers.
• Match communication to the customer: Segmenting customers by behavior, interests, or level of engagement can help brands make communication more relevant.
• Plan for retention as well as conversion: Loyalty initiatives can encourage customers to continue engaging with the brand after their first purchase.

Building a clearer path from message to action

Strong e-commerce growth starts with understanding what is already driving results and what may be limiting further progress. A focused review of current performance can help identify where changes are most likely to make a commercial impact and where resources should be prioritized.

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To explore opportunities within your current marketing strategy and identify areas with room for improvement, contact us to talk through your e-commerce growth goals.