Pricing and targeting overhaul lifted conversion, retention, and gross margin together.
A specialty health and longevity brand reset who it sold to and how it priced — and watched three different metrics improve at the same time.
Healthspan
Health and longevity company with a strong product, a passionate following, and an offer that wasn't fully resonating with the customers most likely to stay.
Conversion was inconsistent, retention was weaker than the product deserved, and gross margin was being eroded by pricing that didn't reflect the value delivered.
The team was spending hard to acquire customers who didn't stick. Every quarter without a fix made the customer-acquisition math harder.
Targeting was too broad and the offer too one-size-fits-all. Pricing was anchored to competitors rather than to value. Retention drop-off correlated with specific customer segments the team hadn't realized were over-represented.
- 01Tighten ICP and creative around the segments that actually retained
- 02Reprice the offer — tiers, anchors, and bundles built around the right customer
- 03Wire the data so the team could see conversion, retention, and gross margin together, not in silos
Rebuilt the customer segmentation, redesigned pricing and packaging, refreshed the messaging and creative around the higher-LTV segments, and installed a unified dashboard so the team could pull on all three levers without flying blind.
What changed for the business.
When conversion, retention, and margin all move at once, you didn't fix three problems — you fixed one. Usually it's a targeting and pricing problem dressed up as a marketing problem.
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