Calmerceuticals

Clinically-dosed wellness, redesigned to convert.

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Company

Health / Wellness / Beauty

About the Project

Calmerceuticals is an Australian wellness brand built around clinically-dosed, science-led formulations — from VERISOL® marine collagen to targeted supplements for perimenopause, gut health, and everyday vitality.As the CRO and UI/UX partner, my role was to close the gap between a genuinely strong product and an underperforming storefront — running a full competitive analysis, then rebuilding the Shopify experience around trust, clarity, and conversion.

(01)

Challenge

Calmerceuticals had the ingredients of a winning wellness brand — clinical dosing, real formulation science, loyal repeat customers — but the storefront wasn't converting anywhere near its potential. Baseline conversion rate sat at just 1.2%, well below category benchmarks, with unclear product differentiation and a purchase path that added friction instead of removing it.

(02)

Immersion

Benchmarking against the collagen and wellness category

Before touching a single screen, I ran a detailed competitive analysis across leading collagen and wellness Shopify stores:

Mapped pricing psychology and subscription framing used by category leaders
Studied social proof placement across top-converting PDPs
Identified trust signals essential for supplement purchases
Reviewed mobile shopping behavior for wellness buyers

This research became the blueprint for every UI/UX decision that followed.

(03)

Experience Strategy

Designing around trust, clarity, and proof

The strategy centered on removing hesitation at every decision point:

Restructured product pages around clinical proof points
Tightened the path from homepage to checkout
Redesigned reviews, ingredient transparency, and before/after proof

Every change was made to turn genuine product quality into genuine sales.

(04)

Results

CVR up more than 4x at its peak

Over a 2-month period following launch:

Conversion rate climbed from a 1.2% baseline to a peak of 5%
Average CVR across the full period landed around 2.9%
Growth was driven entirely by the UI/UX revamp and competitive positioning — no paid media or discounting changes required

(05)

Outcome

A storefront that finally matches the product

Calmerceuticals now has a Shopify experience built to scale — one that reflects the clinical credibility of the brand and gives new visitors every reason to trust it on the first visit.

This project highlights my ability to design conversion-focused wellness and supplement e-commerce experiences where trust, clarity, and CRO work together.

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