Natural Rems: a full funnel rebuild that lifted conversion rate 40% and average order value 25%
- Client
- Natural Rems
- Industry
- DTC ecommerce
- Work
- PDP restructure, Offer architecture, Post-click flow
For Natural Rems, a DTC brand, I rebuilt the funnel end to end: a PDP restructure, the offer architecture and the post-click flow. My portfolio ledger records a 40% lift in conversion rate and a 25% lift in average order value, both at brand level. No Natural Rems pages are on the proof wall, so this case study covers scope, method and what the two numbers mean together.
Who is Natural Rems?
Natural Rems is a DTC brand whose funnel I rebuilt end to end. It sits in the results ledger on my portfolio next to Physician's Choice and Serene Herbs.
Its result is the biggest conversion lift in my results ledger, and it is one of the two hero chips on my portfolio: "+40% CVR · Natural Rems".
What did the work cover?
The work was a full funnel rebuild. The ledger scope reads: "Full funnel rebuild: PDP restructure, offer architecture, post-click flow." Here is what each part covers when I take it on.
| Part | What it covers | The question it answers |
|---|---|---|
| PDP restructure | The order and build of the product page: gallery, buy box, proof and the sections a buyer scrolls through | Does the page answer the buyer's questions in the order they ask them? |
| Offer architecture | What the buyer is asked to choose: single units, bundles, subscribe options, and how each is framed against the others | Does the offer make the bigger or recurring order the easy choice? |
| Post-click flow | The path from the ad click to the paid order: entry page, PDP, cart and checkout | Where between the click and the payment do buyers drop? |
The table explains the scope in general terms. The ledger does not break the result down by part, and I do not credit the lifts to any single change.
A rebuild moves several parts of the funnel in one program, where a single test moves one. The rules stay the same: audit first, rank fixes by expected revenue impact, and test against the control. No redesigns on faith.
What were the results?
The ledger records a 40% lift in conversion rate and a 25% lift in average order value for Natural Rems. Both are brand-level results from the full funnel rebuild, listed in a ledger the portfolio describes as measured lifts from A/B tests and funnel rebuilds.
| Metric | Result | Applies to |
|---|---|---|
| Conversion rate | +40% | Natural Rems, brand level |
| Average order value | +25% | Natural Rems, brand level |
Why both numbers moving matters
Revenue per visitor is conversion rate multiplied by average order value. A conversion lift alone brings more buyers, and an order value lift alone makes each buyer worth more. When both rise, the gains multiply rather than add.
I do not publish a combined revenue per visitor figure for Natural Rems, so I will not compute one here. The general mechanics are in conversion rate vs revenue per visitor.
It also shows why offer architecture belongs in a rebuild. Conversion work on its own can pull order value down, for example when a cheaper entry offer wins more buyers who each spend less. Working on the offer in the same program guards against that trade.
What should a similar brand take from this?
Look at the funnel as one system before you touch a single page. These principles from the rebuild apply to any DTC brand:
- Map the whole path first. The audit follows the buyer from ad click to paid order and ranks every leak by dollars.
- Rank by revenue impact. The biggest leak gets the first test, always, even when it is less visible than a page that looks dated.
- Work on the offer alongside the page. A page that converts better on a weak offer still leaves order value on the table.
- Measure revenue per visitor as well as conversion rate. A conversion lift that costs order value can leave revenue flat.
- Test, then scale. Winners have numbers. Opinions do not ship.
For page-level patterns, see DTC product page examples. For the loop behind every test, see how I run a CRO testing process.
FAQ
What is a full funnel rebuild in CRO?
A full funnel rebuild reworks the path from ad click to paid order as one project, instead of testing one page at a time. For Natural Rems it covered a PDP restructure, the offer architecture and the post-click flow. It still runs on tested changes: audit, rank fixes by expected revenue impact, test against the control, then scale.
What is offer architecture?
Offer architecture is the structure of what a buyer is asked to choose: single units, bundles, subscribe options, and how each one is framed against the others. It shapes average order value as much as conversion rate, which is why it sits in a full funnel rebuild next to the product page and the post-click flow.
Is a 40% conversion lift typical for a funnel rebuild?
I would not treat it as typical, and I do not promise it. It is the result my ledger records for one brand, Natural Rems. What a rebuild can do depends on where your funnel leaks today, which is why every engagement starts with an audit that ranks the leaks by dollars before anything gets rebuilt.
Did the conversion lift come from the PDP or the offer?
The ledger does not split it, and I do not credit either lift to one change. Both figures are brand-level results for the whole rebuild: PDP restructure, offer architecture and post-click flow together. Splitting the credit after the fact would mean inventing a number, so this case study reports the result the way the ledger does.
Why are there no Natural Rems pages on the portfolio?
The proof wall shows live pages I built, rebuilt or ran the testing program on, and no Natural Rems page is among them at time of writing. The figures come from the results ledger on the portfolio instead, which lists the scope of the rebuild and the two brand-level lifts.