12% Conversion Rate Lift
$1M+Monthly ad traffic to the page
A novel, science-backed mechanism
Happy Mammoth is an Australia-based supplement brand serving 2.5 million customers across Australia, the US, and Europe. Their flagship product, Hormone Harmony, was their highest-revenue SKU.
Their top-selling product had one landing page that was receiving over $1 million per month in paid traffic from multiple ad campaigns, targeting different pain points. All of them landed on the same generic ecommerce page.
At scale, the landing page was showing low conversions, high-bounce rates, and a growing performance problem.
Women arriving from an ad about sleep issues hit the same page as women arriving from an ad about weight gain. The messaging spoke to no one in particular, and the audience left unconvinced.
On top of that, any new copy needed to comply with three distinct regulatory frameworks: FDA (US), TGA (Australia), and EFSA (Europe), each with different rules on allowed ingredient/health claims.
I mapped the best-performing ad creatives against the existing page to diagnose exactly where the persuasion chain broke down. The core issue: ads spoke about different pain points that the landing page wasn’t reflecting.
Research into women's hormonal health after 35 revealed a compelling and medically grounded story: the changes in cortisol, estrogen, and progesterone creates a cascading hormonal storm that manifests across dozens of seemingly unrelated symptoms.
Whether a woman arrived because of fatigue, mood swings, or stubborn weight, the same root cause explained her experience and positioned Hormone Harmony as the logical solution.
This simple ‘root cause’ mechanism could bridge every pain-point to one single root cause, one mechanism and one product.
Every claim was anchored in peer-reviewed literature and structured to meet FDA, TGA, and EFSA compliance requirements simultaneously.
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A single mechanism — supported by medical literature and framed around three hormones — replaced a fragmented product description and gave every campaign a coherent destination.
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