Revitalizing Growth and Engagement for a Health and Wellness eCommerce Brand Through AI-driven Integration
Real Story of Revitalizing Growth and Engagement for a Health eCommerce Brand
Organizations Growing With ImpelHub
Results of the Project
- 800+ active community members
- 35-40% projected revenue recovery within six months
- 30% increase in mobile conversions
- 25% increase in user engagement across the platform
Our recent client, a specialized health and wellness eCommerce brand, serves a unique purpose by supporting individuals affected by Lyme disease. Combining health supplements, educational resources, and an active online community, they aim to provide comprehensive care for Lyme disease patients, caregivers, and functional medicine enthusiasts.
The client came to us when Google’s recent changes in its search algorithm deprioritized product-focused content. Unfortunately, this deprioritization pushed our client to a substantial 40% drop in revenue.
Besides this setback, the client’s digital ecosystem spanned three separate platforms. As a result, the existing setup led to a fragmented user experience that hindered engagement and complicated the customer journey.
Given these challenges, the client was looking for a comprehensive solution that could meet all their requirements. This included recovering lost revenue and establishing a unified, engaging online presence by restructuring the client’s WooCommerce website. This report details the strategic approach undertaken by Virtina — our development partner, to address these pressing needs.
The following sections outline how Virtina and ImpelHub tackled the core problems, including developing targeted customer engagement strategies within the constraints of Minimum Advertised Pricing (MAP) policies. Furthermore, we helped the client unify their online platforms.
These efforts collectively enabled a seamless experience that aligns the client’s eCommerce, educational, and community offerings, ultimately strengthening their online presence.
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Understanding Customer Segments and Needs With FanScope
One of the client’s significant challenges was understanding and meaningfully engaging their diverse audience. ImpelHub’s FanScope module, supported by an Impelian’s (our platform experts) human expertise, was instrumental in segmenting the client’s customer base and developing personalized strategies for each group.
Key Customer Segments Identified by Impelian
Thanks to the presence of an Impelian in the Virtina team, they were able to quickly and accurately segment the audience using FanScope. Thanks to the detailed input collected and fed to ImpelHub from the client, Virtina got a clear image of the audience.
This thorough process using the FanScope AI module and Impelians enabled Virtina to identify two critical pieces of information about each segment — their needs and pain points. Following is a quick breakdown of the client’s audience.
- Chronic Illness Patients
- Caregivers
- Functional Medicine Patients
Let’s take the segment Chronic Illness Patients for example. Virtina gathered detailed insights about their audience’s behaviors and needs with the help of the Impelian.
- The Impelian worked closely with the client to gather detailed insights about their audience’s behaviors and needs.
- It enabled Virtina to optimize the FanScope module effectively, segmenting the audience and addressing their specific motivations.
- Virtina designed strategic engagement tactics that resonated with each group, fostering stronger connections and improved user experience.
Impact of Impelian’s Audience Segmentation on Loyalty Programs
Through the detailed insights gathered with FanScope, Virtina could create a loyalty program that went beyond traditional discounts restricted by Minimum Advertised Pricing (MAP) policies. Here are some of the ways the segmentation impacted the loyalty program as a direct result of the diversity of the audience.
- Instead of offering monetary incentives, the program encouraged non-monetary engagement.
- The loyalty program rewarded actions such as leaving product reviews, participating in community discussions, and interacting with educational content.
- The engagement-focused approach fostered a sense of involvement, deepened brand loyalty, and contributed to organic SEO growth.
By merely feeding the AI with the right context, the Impelian enabled the AI to get a deep understanding of the client’s audience and their needs. Once ImpelHub’s AI module got the right context, the AI started doing its magic, segmenting the clients target audience and spitting out highly-personalized strategies for each segment. As a result of this, the client saw a 25% increase in user engagement within just six months.
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Competitive Insights and Counter Strategies With FoeScope
The client needed a strategy to leverage its unique strengths In a competitive market where more prominent health and wellness brands offered similar products. Using ImpelHub’s FoeScope module, Virtina conducted a competitive analysis. This comprehensive analysis by Virtina using ImpelHub compared the client’s business with competitors from not one but three revenue segments — large, medium, and small.
These competitors offered a broad range of health supplements from various revenue tiers enabling ImpelHub to scale the potential for the present and future. FoeScope revealed that they did not provide an integrated experience compared to the competitors. Thanks to the Impelian providing the right context, Virtina found that this integrated experience needed to combine product offerings with educational content and community support.
This analysis by ImpelHub’s FoeScope revealed a valuable opportunity for the client. Moreover, by emphasizing the rich content and active community available on their platform, impelHub helped to position the client’s brand as more than just a retailer.
Actions Taken Using the FoeScope Module
Armed with insights from FoeScope, the development team set out to unify the client’s digital assets. Here are some of the most significant actions Virtina took with the help of FoeScope and a dedicated Impelian.
- Combined educational resources and eCommerce sites under a single domain.
- Created a streamlined journey where users could move seamlessly from browsing products to accessing educational content and participating in community discussions.
- Consolidated various components from the site to provide a cohesive experience that allowed users to learn, shop, and engage in one place.
- Encouraged visitors to spend more time on the site and foster stronger brand loyalty.
- Applied Generative Engine Optimization (GEO) techniques to ensure that the client’s educational resources and product offerings would be easily discoverable through search engines.
- Used a content-focused SEO strategy to enhance the visibility of the client’s pages by making them rich in relevant information prioritized by search engines.
- Product pages were optimized with content linked to related educational articles
- Content-commerce integration for higher product page rankings and driving organic traffic.
Platform and Infrastructure Planning With InSight
The client’s existing eCommerce platform, Volusion V1, presented several technical limitations. Its outdated infrastructure restricted SEO capabilities, limited mobile optimization, and provided little flexibility for modern UI/UX improvements.
Actions Taken Using the InSight Module
Recognizing the client’s challenges, the developers from Virtina relied on insights from ImpelHub’s InSight module to guide the selection of a new platform. Our development partner carried out various tasks based on the data from the InSight module, including the following.
- Migrated the platform, consolidating the client’s eCommerce store and educational content under a single, responsive domain.
- Enabled the client to implement advanced SEO strategies, optimize for mobile use, and deliver a more intuitive user experience.
- Brought the client’s community forum into the primary digital space.
- Integrated the community forum seamlessly into the main user journey.
- Enabled users to read articles, join group discussions, and purchase items within a cohesive website.
The collaboration with Virtina and ImpelHub has been a transformative experience. Their ability to identify new growth opportunities beyond traditional SEO strategies was impressive. The seamless platform consolidation, coupled with AI-powered recommendations, exceeded my expectations. I’m excited about the future — whether it’s the innovative loyalty program or the personalized supplement plans. This partnership has opened doors I hadn’t even considered.
Dr. Marty Ross
Founder, Marty Ross MD Supplements
The platform migration significantly impacted engagement and visibility. The responsive design improved mobile accessibility, increasing mobile conversions. The unified domain structure also supported improved search rankings, making the client’s offerings more accessible to users across all devices.
Strategic Planning for Growth and Engagement With NextMove
To create a sustainable growth model, ImpelHub’s NextMove module enabled Virtina to develop a strategic plan that balanced immediate recovery with long-term success. For short-term stabilization, they continued running the client’s Google and Facebook Ads, ensuring consistent traffic flow to the site during the transition phase.
Actions Taken Using the NextMove Module
- Created an AI-powered recommendation engine that suggests personalized items based on user-specific browsing data.
- Positioned the client as a retailer and a wellness advisor, enhancing the value they offered to customers.
The impact of the AI-driven recommendations was immediate and measurable. As a result of the improved SEO and platform consolidation, the client anticipates a 35-40% revenue recovery within the next six months.
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Performance Tracking and Optimization With Measure
ImpelHub’s Measure module established Key Performance Indicators (KPIs) and tracked progress across essential metrics.
Actions Taken Using the Measure Module
- Our development partner set up tracking mechanisms to monitor SEO performance, including organic traffic growth, product page rankings, and overall visibility.
- The loyalty program’s effectiveness was tracked through metrics such as the number of reviews posted, community interactions, and user retention.
- Enabled tracking the growth in active members, interactions with educational content, and participation in forum discussions.
- Created a continuous feedback loop allowing Virtina and the client to adjust strategies based on real-time data.
By analyzing these KPIs regularly, the team could make iterative improvements. As a result, community engagement grew significantly, with over 800 active members engaging with the platform, strengthening brand loyalty and solidifying the client’s community presence.
Future Outlook and Next Steps
With the platform now unified and optimized, ImpelHub and its development partner are focusing on refining the client’s SEO and Generative Engine Optimization strategies. This effort will help ensure that the client’s digital presence continues to attract new users while retaining and engaging existing ones.
Additionally, the client can freely explore new monetization opportunities for their educational resources. The specialized health and wellness brand hopes to create added value without compromising the accessibility of the community experience.
In the coming months, Virtina plans to enhance the UI/UX of the personalized supplement recommendation engine with the help of ImpelHub. This continued focus on user experience aims to deepen customer loyalty and support the client’s position as a trusted leader in health and wellness.
These improvements will solidify the client’s role within the chronic illness support community and provide long-term resilience in a competitive market.
