Better Way Health
148% more revenue in a quarter
Thechallenge.
Better Way Health's affiliate business ran on a health claim that regulators will not clear for paid ads. So the single most persuasive thing they could say was the one thing they could not say, and the page cold traffic landed on had been built for warm affiliate referrals who already believed. Strangers arrived, read a page written for somebody else, and left. Both halves of the funnel were talking to the wrong person.
What wedid.
- Read more than 5,000 of their own TrustPilot reviews, filtered out every disallowed claim, and found the compliant language real customers were already using about the product
- Tested angles and formats against that language until we had 19 concrete communication rules: an energy angle beat the baseline, graphic-scale creative ran better, lab-results messaging brought the cost of a click down
- Built a new cold-traffic landing page, a '5 reasons why' format, to replace the page that had been written for affiliate traffic. It returned 4.3x better
Theresults.
- Revenue growth148% more revenue than the previous quarter
- Return on ad spend1.92x higher return on their Facebook ads
- The new landing pageThe cold-traffic page we built returned 4.3x better than the affiliate-era page it replaced
- Cost of a click22% cheaper, on a message they were actually allowed to run
Better Way Health had a message problem that looked like an ads problem. Their affiliate business was built on a health claim regulators will not allow in paid social, so the most persuasive sentence they owned was one they were not allowed to say. And the page their cold traffic landed on had been written for affiliate referrals, people who arrived already convinced. Strangers were being sold to as though they were friends.
So we went looking for a compliant message that still worked, and we looked in the only honest place: their own customers. More than 5,000 TrustPilot reviews, every disallowed claim stripped out, and what was left was the language real buyers already used. Nine weeks of testing against it produced 19 concrete rules for what actually moved the numbers, and a new cold-traffic landing page in a ‘5 reasons why’ format to replace the one that had been built for the wrong audience.
The new page returned 4.3x better than the one it replaced. Clicks got 22% cheaper, the return on their Facebook ads improved 1.92x, and revenue finished the quarter 148% ahead of the one before it. All of it from a message they were allowed to run at any scale they liked.