Selling adult incontinence products online isn’t always an easy conversation, but the need is real. Improvia’s products delivered. Improvia’s products were top-quality, their certifications were in place, and their effectiveness was proven. However, with initial conversion rates in the low single digits, the team recognized that the opportunity wasn’t about the product itself, but about building trust and confidence with their audience.
Shoppers landing on an Underpads page aren’t browsing. They’re problem-solving for someone they care about. They’re looking for reassurance, credibility, and confidence before they click “buy.” The product wasn’t the issue. The experience simply needed to rise to the level of customer intent.
The Experimentation Mindset
When Improvia partnered with FERMÀT, they gained the freedom to move, and move fast.
In just a few months, they launched dozens distinct experiments: immersive video demonstrations, editorial-style advertorials, and seasonal campaigns designed specifically for Prime Day urgency and Valentine’s gifting moments.
But the real differentiator wasn’t volume. It was focus.
Every experiment ran with strict 1:1 ad-to-funnel mapping. Each ad had a purpose-built journey. If a funnel underperformed on conversion rate, it was turned off immediately. No waiting. No “let’s give it another week.” Just clear data and decisive action.
That discipline created clarity, and clarity led to breakthrough.
Their “Five Reasons Why” funnel introduced a structured, logical narrative that directly addressed customer anxieties: superior absorbency, leak-proof confidence, discreet comfort, medical-grade materials, and healthcare validation.
The result was a dramatic increase in conversion rates, more than doubling their baseline performance. The Prime Day variation of this funnel drove a further significant lift of nearly 25%, not because the product changed, but because the story did.
The Refresh Imperative
Most brands treat winning funnels like monuments, once they work, they’re preserved.
Improvia treated theirs like living, evolving assets.
Their 4 evergreen winners, each consistently driving 5%+ conversion rates, were continuously optimized. Images were refreshed. Infographics were refined. Layouts were thoughtfully adjusted based on performance insights. Every iteration was an opportunity to make something strong even stronger.
So when winter sales arrived, they were ready to scale with confidence. When Valentine’s Day approached, they launched creative that felt timely and intentional. Nothing reactive, just prepared. The result was sustainable momentum: 5%+ conversion month after month, with even higher peaks during seasonal moments.
Not luck. A system designed to win, and keep winning.
As traffic softened in January, Improvia held onto the majority of their purchase volume, outperforming typical seasonal drop-offs. At the same time, ROAS increased and conversion rates improved. By then, they had streamlined into a focused set of proven evergreen funnels, each strengthened through continuous experimentation. When momentum slowed, performance stayed strong.
The Method Behind the Multiplier
Improvia’s success wasn’t accidental, it was architectural. A clear set of principles shaped every move:
- Speed over perfection: More experiments meant more chances to learn quickly, and compound what worked.
- Storytelling aligned to psychology: “Five Reasons Why” followed the way anxious buyers think: building logic, trust, and reassurance step by step.
- Institutionalized freshness: No set-and-forget winners. Continuous updates. Seasonal relevance built in.
- Focus on business impact:Revenue growth and measurable lift, outcomes that resonate beyond marketing and drive real momentum.
From Taboo to Triumph
Improvia operates in a category that carries real sensitivity, aging, illness, vulnerability. Many brands accept lower conversion as part of the territory. Improvia chose a different path.
They proved that with the right experimentation infrastructure, even the most sensitive products can achieve SaaS-level conversion rates. Trust-building isn't about adding badges, it's about structuring information so customers convince themselves.
The market didn’t change. Their approach did.
What was once hesitation became opportunity, because they built a system designed to turn uncertainty into confidence, and confidence into conversion.
