Physician's Choice: a sitewide CRO testing program at 3.95% store conversion and ~50% subscription adoption
- Client
- Physician's Choice
- Industry
- Supplements
- Work
- CRO testing program, PDPs, Landing pages, Offer and subscription flow
Physician's Choice is a gut health supplement brand, and one of the biggest supplement brands in the US. As senior CRO, I work on its sitewide testing program across 580K monthly sessions: PDPs, landing pages, offer and subscription flow. The portfolio ledger lists a 3.95% store conversion rate and ~50% subscription adoption. Both are program levels, not before and after lifts.
Who is Physician's Choice?
Physician's Choice is a gut health supplement brand. Its site sorts the range into probiotics, digestive enzymes, fiber and bundles, under the line "Gut health, down to a science" (physicianschoice.com).
On my portfolio I describe it as one of the biggest supplement brands in the US. My scope there is the whole store, from the pages paid traffic lands on to the subscription step in the buy box.
What did the work cover?
The work is a sitewide testing program, with me as senior CRO. The results ledger on my portfolio puts the scope in one line.
Sitewide means every page type a buyer touches between the ad and the checkout. Each area in the scope is its own test surface:
- PDPs: gallery, buy box and offer structure, where the sale is decided.
- Landing pages: pages for paid traffic, including pre-sell listicles that warm a cold click before the PDP.
- Offer: what the buyer is asked to choose, such as bundle sizes and plan options.
- Subscription flow: how the subscribe option is shown and chosen.
Every change runs through the same loop I use on every account: audit, hypothesize, test, scale. Winners have numbers. Opinions do not ship.
What do the live Physician's Choice pages look like?
Four Physician's Choice pages sit on my proof wall, live at time of writing: two versions of a Fiber Gummies listicle and two landing pages. The notes below describe what each screenshot shows. I do not publish which page won a test or what a test changed.
Fiber Gummies listicle
A dark green trust bar carries a brand claim, a risk-free guarantee and a review count. Over a photo of the bottle sit a star rating, the headline "9 Reasons Why GLP-1 Users Are Switching to This Sugar-Free Fiber Gummy", the subhead "The side effect no one warns you about, and the simplest fix that actually works" and an author byline. Below, numbered reasons alternate text and image; Reason 02 quotes a comment credited to a Reddit community.
Fiber Gummies listicle v2
The second version keeps the same frame at the top: trust bar, product hero, headline, subhead and numbered reasons. I do not publish what changed between the versions or which one performed better.
Easy Mix Fiber landing
Under the full store header, a dark green hero reads "A cleaner, gentler daily fiber that actually works.", with "actually works." in a bright highlight box, next to colored stick packs. Below, a gallery with a "New" badge sits beside a buy box: benefit icons, a "Choose your flavor" row (Unflavored, Peach Mango, Cucumber Lime), a variety pack option and a "Pick your offer" step.
Fiber Gummies landing
A pink-to-orange hero carries a limited-stock pill, the headline "keep things moving", the subhead "the fiber gummy that works, and actually tastes good.", a creator co-brand line, a black "Try Now" button and a creator video. The buy box below has two audience cards ("If you bloat on fiber" and "If you're on a GLP-1 journey"), four check bullets, quantity tiles for 3, 2 and 1 bottles tagged Best Value and Recommended, and a delivery plan row.
What were the results?
The ledger lists a 3.95% store conversion rate and ~50% subscription adoption, inside a program that covers 580K monthly sessions. These are the program's levels. No baseline is published, so they are not before and after lifts, and I do not present them as lifts.
| Metric | Figure | How to read it |
|---|---|---|
| Store conversion rate | 3.95% | Level for the store, no baseline published |
| Subscription adoption | ~50% | Level, no baseline published |
| Monthly sessions in the program | 580K | Size of the traffic the testing program covers |
Levels still tell you something. Store conversion rate is measured across all traffic, so it reflects every page in the program at once, and subscription adoption shows how the offer and subscription flow perform. None of these numbers belong to one of the four pages above.
What should a similar brand take from this?
Run the whole conversion layer as one testing program, and rank what you test by money. The loop is the same on every account:
- Audit: find where the money actually leaks, not where it looks ugly.
- Hypothesize: rank fixes by expected revenue impact.
- Test: A/B test against the control.
- Scale: roll winners sitewide and feed the next round.
Step five is step one again. Three principles from this account carry over to any supplement brand:
- Treat the offer and the subscription flow as test surfaces. Most of the lifts in my ledger came from testing on stores, landing pages and PDPs, where the buy box and offer structure live.
- Give each audience its own entry page. The four pages above speak to different buyers: GLP-1 users, people who want a gentler daily fiber, and a creator's audience.
- Track levels alongside lifts. In a program with no finish line, store conversion rate and subscription adoption show whether the system holds up.
For the full loop, see how I run a CRO testing process. For more pre-sell pages like the fiber listicles, see listicle landing page examples.
FAQ
Is the 3.95% conversion rate at Physician's Choice a before and after lift?
No. 3.95% is the store conversion rate listed in my portfolio ledger, a level for a store where I work on a sitewide testing program. No baseline is published, so there is no lift to quote. The same applies to the ~50% subscription adoption figure. Read both as a snapshot of where the program sits.
What does subscription adoption measure?
Subscription adoption is the share of buyers who choose the subscribe option instead of a one-time purchase. It matters to a supplement brand because a subscription turns one order into repeat revenue. At Physician's Choice the ledger lists it at ~50%, as a program level. The subscription flow is one of the four areas the testing program covers.
Which pages did Hamid Chakir work on at Physician's Choice?
The scope is sitewide: PDPs, landing pages, offer and subscription flow, across 580K monthly sessions. Four pages from that work are on the proof wall: two versions of a Fiber Gummies listicle, an Easy Mix Fiber landing page and a Fiber Gummies landing page. The wall shows pages I built, rebuilt or ran the testing program on.
Did the GLP-1 fiber listicle beat the other pages?
I do not publish page-level results for Physician's Choice, and nothing in this case study says which page or version won. The 3.95% and ~50% figures are store-level program levels. If you want to know why a specific page is built the way it is, ask me, and I will walk you through it.
How does a testing program this size decide what to test first?
By money. The audit uses analytics, session recordings and funnel data to find where revenue leaks, and each fix is ranked by expected revenue impact. The biggest leak gets the first test, always. Winners roll out sitewide, and the next ranked leak becomes the next test.