How I Fixed It
Paid Acquisition Scaling , Google & Meta
The paid channels needed a structural rebuild before they could be scaled. I restructured campaign architecture by funnel stage , separating prospecting, retargeting, and retention audiences , developed new creative frameworks combining health outcome messaging with UGC and clinical proof formats, applied Performance Max and Advantage+ with layered audience signals, and introduced a continuous creative testing cycle to maintain performance and prevent fatigue.
From underscaled, inefficient campaigns to 3.6x ROAS across Google and Meta , with higher acquisition volume and no proportional increase in cost per acquisition, driven by better creative and sharper audience segmentation.
Website Conversion Rate Optimisation
In DTC health, trust isn’t optional , it’s a conversion requirement. I conducted a full conversion audit, strengthened trust signals throughout the funnel including clinical accreditations, GP endorsements, and data privacy assurances, redesigned landing page flows to reduce cognitive load, streamlined checkout by reducing steps and clarifying health data handling, and ran A/B tests across CTAs and trust signal placement.
Website conversion rate reached 3.9% , above the DTC health industry average of 2–3% ,from a below-potential site losing customers to trust gaps and checkout friction, to a streamlined, credibility-anchored experience with higher-intent purchase completions.
Email & Lifecycle Marketing Automation
Welzo’s health data created a significant personalisation opportunity that was almost entirely untapped. I built automated flows aligned to key health journey moments , post-purchase onboarding, test result delivery, condition-specific follow-up, and reorder triggers , and introduced segmentation by health category, purchase history, and test result profile to improve relevance across every send.
Email grew to drive ~28% of total revenue, from a largely manual, low-impact channel to a primary revenue driver with automated flows that improved open, click, and conversion rates across every health journey segment.
Retention & Repeat Purchase Programme
One-time health test buyers have enormous lifetime value potential , if the post-purchase experience gives them a reason to return. I built personalised post-purchase flows guiding customers through their results and recommending condition-specific next steps, developed repeat purchase trigger sequences based on product type and health test cadence, and created condition-specific content programmes to sustain engagement between purchase cycles.
Repeat purchase rate improved by +24% , from a flat post-purchase experience with no personalisation to a health journey-aligned retention programme that reduced time between first and second purchase and built sustained platform engagement.
