ABOUT
Founded in 2016 by Lauren Bosworth, Love Wellness is a pioneering women's health and wellness brand that emerged from the founder's personal health journey. After struggling with chronic health conditions stemming from vitamin deficiencies, Bosworth created a company focused on supporting women's bodies through the gut-brain-vagina connection. At a time when discussing women's intimate health was taboo, Love Wellness broke barriers by creating science-backed supplements that address real needs. The brand has since expanded across multiple channels including DTC, Amazon, and major retailers like Target, Walmart, Ulta, and CVS.
CHALLENGE
With rising customer acquisition costs, Love Wellness needed to shift focus from pure acquisition to maximizing the value of existing customers, without sacrificing conversion performance.
After successfully using FERMÀT to achieve significant conversion rate improvements on paid media, Love Wellness faced a new challenge: how to leverage these same capabilities to enhance customer retention and lifetime value. As Director of E-Commerce Erica Gray explained, "We’re focused on attracting customers who will continue to engage with the brand over time, rather than one-time, low-value purchases that may not justify the acquisition cost." The team recognized that their initial success with FERMÀT for acquisition was just the beginning. With the rising costs of acquiring new customers, they needed to pivot toward preserving and growing the customers they'd already invested in acquiring. This meant rethinking their approach to email and SMS marketing, subscription strategies, and cross-selling opportunities.
The challenge was particularly acute given their product mix, while some items were natural subscription products, their most popular acquisition product wasn't inherently subscribable, creating a gap between initial purchase and long-term customer value.
STRATEGY
FERMÀT enabled Love Wellness to extend their experimentation success into retention channels, creating targeted experiences that drive higher AOV and subscription rates while maintaining conversion excellence.
Working with their FERMÀT Growth Manager, Love Wellness implemented a multi-phase retention strategy:
Pioneering Email and SMS Landing Experiences
Love Wellness became one of the first brands to systematically use FERMÀT for retention campaigns. Their retention team now builds 5+ pages weekly for email and SMS campaigns, creating dedicated funnels for limited-time offers, gift-with-purchase promotions, and seasonal campaigns. These retention-focused funnels achieve similar conversion rate improvements to paid media efforts, proving that optimized post-click experiences matter just as much for existing customers.
Optimizing for Lifetime Value Metrics
The team evolved beyond focusing solely on conversion rate to prioritize metrics that indicate customer quality. As Erica noted, "Things like AOV and subscription penetration have become potentially equally as important as conversion rate." They now use FERMÀT to test subscription defaults, bundle configurations, and upsell strategies that increase transaction value while maintaining high conversion rates.
Building Toward Segmented Retention Experiences
While currently using FERMÀT primarily for acquisition-style campaigns within retention channels, Love Wellness is developing strategies for true retention use cases. This includes plans for targeted funnels that help existing customers build their wellness routines, upgrade from one-time purchases to subscriptions, and discover complementary products based on their purchase history.
Creating a Testing Framework for Sustainable Growth
Love Wellness established bi-weekly rituals where the team reviews FERMÀT performance data across both acquisition and retention channels. This data-driven approach helps them develop hypotheses for improving not just conversion rates, but the overall quality and value of customer relationships. Test results directly inform leadership decisions about product strategy, pricing, and customer experience.
RESULTS
Using FERMÀT across acquisition and retention channels, Love Wellness has built a foundation for sustainable growth focused on maximizing customer lifetime value.
Since expanding FERMÀT into retention use cases, Love Wellness has achieved:
- 60% conversion rate improvements maintained across email and SMS campaigns
- 15% ongoing CVR lifts driving meaningful business impact across all channels
- Multiple retention funnels built weekly by their self-sufficient team
- Cross-functional adoption with both e-commerce and retention teams actively using the platform
- Strategic alignment on shifting from pure acquisition to lifetime value optimization
The platform has become central to Love Wellness's evolution toward a retention-first mindset.
As Erica Gray explains,
"We're at a point now where we are sort of leaning more into... how can we use FERMÀT to drive repeat purchases of our existing customers? The use case is absolutely there."
Looking ahead and beyond, Love Wellness plans to unlock FERMÀT's full retention potential through enhanced segmentation, subscription funnels that convert one-time buyers, and personalized upsell experiences. Their goal is to achieve the same level of sophistication in retention optimization that they've already mastered in acquisition, creating a truly sustainable growth engine that maximizes the value of every customer relationship.
