ARMRA’s FERMÀT Funnel Experimentation Lifts CVR, AOV, and Subscription Opt-In, Flexibly Adapting to Business Goals Over Time

Learn how ARMRA has leveraged FERMÀT funnels to achieve their growth goals throughout various stages of the business in 2024.

About

Since launching in 2020, the physician-founded brand ARMRA has transformed the wellness landscape. Their core product, ARMRA Colostrum™ Health Revival, is a bioactive whole food that harnesses 400+ bioactive nutrients that work at the cellular level to support whole body health transformation.

Challenge

ARMRA wanted to create more intuitive shopping experiences that could adapt to individual customer needs. They needed a solution that enabled quick implementation and testing of personalized buyer journeys.

ARMRA recognized an opportunity to enhance its customer journey in 2024. With ARMRA Colostrum™'s comprehensive range of functional benefits, presented a unique opportunity for personalization. When customers engaged with specific benefit-focused ads, they would land on a general product page that showcased all of ARMRA Colostrum™’s attributes. This created a disconnect in the customer experience.

The ARMRA team envisioned a more intuitive shopping experience where customers could seamlessly follow their specific needs. They needed a solution that could create tailored post-click experiences, matching each customer's initial point of interest.

Strategy

FERMÀT enabled the ARMRA team to quickly build targeted and consistent shopping journeys from ad to cart. As the business continued to evolve, FERMÀT’s flexibility and experimentation capabilities supported ARMRA in achieving new goals as well - including lifting AOV and first-order subscription rates to maximize marketing efficiency.

With FERMÀT, ARMRA has continuously developed upon their buyer journey, experimenting with merchandising, on-lander video creative, offers, and even default product selection options to achieve optimal conversion outcomes. In tandem with their FERMÀT Growth Manager, the ARMRA team has reached their target in-funnel CAC, AOV, and first-order subscription opt-in rate metrics.

Explore some of the strategies the ARMRA team has implemented with FERMÀT – at each stage of their business – below:

1. Phase 1 - Reaching Targeted CAC: Starting from the kickoff call, the ARMRA team worked closely with their FERMÀT Growth Manager to tackle their first goal: scaling up conversion rate (CVR) in order to drive down customer acquisition cost (CAC). In this phase, the primary strategy centered around creating highly congruent shopper journeys from ad to cart. This involved creating unique funnels for various product use cases/benefits, as well as mapping consistent creative from the ad to the video shop landing page. These targeted funnels were built using FERMÀT’s Video Shop templates, and featured robust educational video content from ARMRA’s creative partners. Within just 4 weeks the ARMRA team began to see the results. Implementation of these Video Shop funnels drove up to 8% CVR in-session.
   
   
2. Phase 2 - Driving Average Order Value (AOV): With thriving funnels boasting industry-leading conversion rates, the ARMRA team moved into their next phase - scaling up the revenue driven from those funnels. In this phase, the ARMRA team’s main focus was increasing average order value within their funnels (AOV). ARMRA’s hero SKU is offered in 2 sizes - a “bulk” jar (priced higher), and on-the-go stick packs (priced lower). A variety of experimentation methods were implemented in this phase, split-testing traffic to different funnels with unique default purchase options and merchandising presentations for the Immune Revival product. Within roughly six months of experimentation, ARMRA had tripled the AOV of orders placed through FERMÀT funnels.
   
   
3. Phase 3 - Maximizing Customer Lifetime Value (CLTV): In early 2024, the ARMRA team approached their FERMÀT growth manager with a new goal in mind - increasing subscription opt-in rate, as to maximize the value of each new customer acquired. Experimentation goals then shifted towards maintaining on-target CVR and AOV while simultaneously testing how far ARMRA could drive shoppers towards purchasing a “bulk jar” of Health Revival on subscription. Experiments were run on welcome subscription discount offers, free gifts with purchase, product selection defaults, and more. Again, traffic was split amongst a variety of funnel experiments in order to find the perfect formula for ARMRA’s ideal sales outcomes. Ultimately, this aggressive experimentation led to a 135% increase in subscription opt-in rate, while keeping a healthy balance between AOV and CVR.  

“FERMÀT has helped us to gain deeper insights into our customers’ preferences. We’re able to quickly test on and adapt our shopping experiences to engage more meaningfully with our buyer audience.” - Jia Waterhouse, Chief Operating Officer, ARMRA

Results

Ultimately, FERMÀT funnels have supported ARMRA in achieving quarterly growth goals throughout 2024, leading to significant increases in CVR, AOV, and first-order subscription opt-in rates.

Since implementing FERMÀT, ARMRA has launched hundreds of funnel experiments throughout multiple stages of the business, each designed to optimize toward that period’s sales goals. The strategies and funnels implemented have resulted in:

• 55% increase in funnel conversion rate (CVR)
• 75% increase in average order value (AOV)
• 135% increase in first-order subscription opt-in rate

The ARMRA team continues to use FERMÀT into 2025, and regularly launches new funnel experiments. They consider FERMÀT’s adaptability and experimentation capabilities to be integral to their intensive customer acquisition strategy.