WorkSupplements, Australia · Conversion
A direct manufacturer that had to sell like one.
Turning full-transparency formulation into the reason to buy, instead of a claim buried on a lab-test page.
The context
Premium Supps manufactures in Australia and sells direct, which is the strongest position in a category full of white-label brands and the hardest one to communicate. The proof was all there: every active listed, no proprietary blends, third-party lab tests published, same-day dispatch, a 30-day money-back guarantee and a customer base past 36,000.
The problem was distribution of that proof. The most persuasive facts about the business lived on a separate lab-tests page and in a rotating announcement bar, while the product pages competed on the same ground as every reseller: price, flavour, and a free shipping threshold.
What we looked at
- How buyers moved between category, product and lab-test pages before a first order.
- Which doubts appeared in reviews and support: dosing, stacking, authenticity, delivery time.
- How the announcement bar, guarantee and shipping threshold interacted at the moment of decision.
- Whether repeat buyers behaved differently by first-order type and by goal, rather than by product.
The interventions
What changed, and why it should work.
- 01
Made transparency the product claim
Moved the full-actives-listed, no-proprietary-blend and third-party-tested facts into the buying decision itself, phrased in the language reviewers used, rather than leaving them as a separate credibility page.
- 02
Rebuilt the first-order risk story
Repositioned the guarantee and dispatch promise next to price, where the actual hesitation sits, and cut competing promotional messaging during the read.
- 03
Structured the range by goal
Reorganised discovery around what a customer is trying to achieve, so the range stopped requiring category knowledge to navigate.
- 04
Sequenced the tests
Value framing first, then structure, then incentive, so each result explained the next decision instead of blending three changes into one number.
What became true
- The transparency story became the reason to choose Premium Supps rather than a footnote about quality control.
- Product pages stopped arguing on shipping thresholds and started arguing on formulation.
- Discovery paths shortened for first-time buyers who did not already know the category vocabulary.
Where this transfers
Any manufacturer selling direct alongside resellers of near-identical products. The advantage is real, but it converts only when it appears where the decision is made.
More work
Teaching a marketplace catalogue to sell on its own site.
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