Clinically-dosed wellness, redesigned to convert.
Company
Health / Wellness / Beauty
Category
E-commerce
Industry
Shopify
SErvice we provided
CRO / UI/UX Design / Competitive Analysis
About the Project
Calmerceuticals is an Australian wellness brand built around clinically-dosed, science-led formulations — from VERISOL® marine collagen to targeted supplements for perimenopause, gut health, and everyday vitality.As the CRO and UI/UX partner, my role was to close the gap between a genuinely strong product and an underperforming storefront — running a full competitive analysis, then rebuilding the Shopify experience around trust, clarity, and conversion.
(01)
Challenge
Calmerceuticals had the ingredients of a winning wellness brand — clinical dosing, real formulation science, loyal repeat customers — but the storefront wasn't converting anywhere near its potential. Baseline conversion rate sat at just 1.2%, well below category benchmarks, with unclear product differentiation and a purchase path that added friction instead of removing it.
(02)
Immersion
Benchmarking against the collagen and wellness category
Before touching a single screen, I ran a detailed competitive analysis across leading collagen and wellness Shopify stores:
Mapped pricing psychology and subscription framing used by category leaders
Studied social proof placement across top-converting PDPs
Identified trust signals essential for supplement purchases
Reviewed mobile shopping behavior for wellness buyers
This research became the blueprint for every UI/UX decision that followed.
(03)
Experience Strategy
Designing around trust, clarity, and proof
The strategy centered on removing hesitation at every decision point:
Restructured product pages around clinical proof points
Tightened the path from homepage to checkout
Redesigned reviews, ingredient transparency, and before/after proof
Every change was made to turn genuine product quality into genuine sales.
(04)
Results
CVR up more than 4x at its peak
Over a 2-month period following launch:
Conversion rate climbed from a 1.2% baseline to a peak of 5%
Average CVR across the full period landed around 2.9%
Growth was driven entirely by the UI/UX revamp and competitive positioning — no paid media or discounting changes required
(05)
Outcome
A storefront that finally matches the product
Calmerceuticals now has a Shopify experience built to scale — one that reflects the clinical credibility of the brand and gives new visitors every reason to trust it on the first visit.
This project highlights my ability to design conversion-focused wellness and supplement e-commerce experiences where trust, clarity, and CRO work together.
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We'll schedule a call to discuss your idea. After discovery sessions,
we'll send a proposal, and upon approval, we'll get started.
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