Effect without a health claim
The craft is making the benefit tangible without making prohibited statements: experience reports and mechanism instead of medical promises.
Industry · Food & supplements
CRO for supplements and food: the repeat purchase is the business model.
Supplements and food are consumables. The first purchase is only the ticket in, the business model begins with order number two. The lever sits less in first-purchase conversion and more in second-purchase systematics and subscription rate. On top, health claims are strictly regulated in German-speaking markets, which routinely knocks weaker competitors out.
- Audit in 7 days
- No contract upfront
- +25 % guarantee
Category metrics
Conversion rate · market
1.5–2.4 %
CVR after system rebuild*
3.6–7.5 %
Typical basket
€35–75
Return rate
2–5 %
* Ranges from managed projects, depending on traffic mix, price point and season. Market context: benchmarks.
What drives purchase decisions in Food & supplements
Dosage and use
Uncertainty about how to take it blocks purchases and creates support load. Usage deserves its own PDP block.
Taste and tolerance
In food the most common question. Honest taste description reduces disappointment and returns.
Supply logic
Customers think in weeks: "lasts 30 days" is purchase information, not a footnote.
The four levers we pull first
Subscription with a control frame
"Never run out" with visible pausing. Subscription rate is the single biggest LTV lever in this category.
Consumption-based replenishment triggers
An email ten days before the pack mathematically runs out: the highest revenue per recipient of any flow here.
Use-case bundles
"Immune set" instead of "3x vitamin C". Problem bundles raise AOV and explain the application at the same time.
Entry size optimization
A smaller entry pack lowers the barrier, a larger supply pack raises AOV. Offer both with a clear recommendation.
The most common mistakes in Food & supplements shops
- Health claims without regulatory cover: expensive and brand-damaging.
- No second-purchase system: the flow ends with the order confirmation.
- Subscription communicated as a discount instead of convenience.
- Ingredient amounts without comparison context: numbers with no reference convince nobody.
Frequently asked
What subscription rate should we aim for?
For consumables with a clear cycle, 20 to 35 % of orders as subscriptions is a healthy corridor. Below that usually means the frame is wrong (discount instead of convenience) or control over pausing and cancelling is not visible.
What can we say about effect in German-speaking markets?
Only what the Health Claims Regulation covers: approved claims for approved nutrient levels. Experience reports and mechanism explanations are the legal route to making benefit tangible. Specific wording should be checked by a lawyer before launch.
Why is our repeat purchase rate so low?
Almost always because the 30 to 60 day window after the first purchase is not worked: no check-in after first use, no consumption-based reminder, no curated second product.
What happens next
- 1
Fill in the form
Five fields, two minutes: company, shop, revenue range, platform, what is going on.
- 2
20-minute intro call
We find out whether this fits. Shops on our decline list get a decline, not a pitch.
- 3
Phase C starts
Seven days later you have your baseline, break-even ROAS and the three biggest leaks in euros. Then you decide.
No contract before Phase C. Reply within 24 hours on business days.