About.
Launched in 2020, physician-founded ARMRA makes ARMRA Colostrum Health Revival, a bioactive whole food with 400+ bioactive nutrients working at the cellular level.
Challenge: build an acquisition engine that adapts to shifting business priorities.
ARMRA Colostrum's comprehensive range of functional benefits created a personalization opportunity. When customers clicked benefit-focused ads, they landed on a general PDP showing every attribute, breaking the ad-to-page narrative. The team needed tailored experiences matched to each customer's initial point of interest, plus the flexibility to retarget CVR, AOV, and subscription goals quarter by quarter as the business evolved.
How FERMÀT worked alongside the team.
FERMÀT let ARMRA reshape acquisition in three deliberate phases, each tied to the business priority of the moment.
The transformation was in how the program adapted to business priorities. Phase 1 focused on CAC: creative agents built congruent ad-to-cart journeys using FERMÀT Video Shop templates with educational content from ARMRA's creative partners, driving up to 8% in-session CVR within four weeks. Phase 2 focused on AOV: merchandising agents split-tested default purchase options for Immune Revival, pitting the bulk jar against on-the-go stick packs and varying merchandising presentations, tripling funnel AOV in roughly six months. Phase 3 focused on CLTV: lifecycle agents tested welcome subscription discounts, free gifts with purchase, and default subscription bulk-jar selection, lifting subscription opt-in 135% while holding CVR and AOV. The FERMÀT Growth Manager partnered through each phase, compounding hundreds of experiments across the program.
"FERMÀT has helped us to gain deeper insights into our customers' preferences. We're able to quickly test on and adapt our shopping experiences to engage more meaningfully with our buyer audience." - Jia Waterhouse, Chief Operating Officer, ARMRA
- Phase 1 Video Shop experiences drove 8% in-session CVR within four weeks
- Phase 2 default-purchase merchandising tripled funnel AOV in six months
- Phase 3 subscription experimentation lifted opt-in 135% without sacrificing CVR or AOV
- Hundreds of experiments compounded across the program
Results.
ARMRA lifted funnel CVR 55%, AOV 76%, and first-order subscription opt-in 135%. The team continues running new experiments into 2025.
FERMÀT continues to be a key performance marketing solution partner for ARMRA, regularly unlocking new opportunities for growth throughout the evolution of our business.
