How Vegetology Boosted Its Email Signups and Ecommerce Conversions Through Personalization

How Vegetology Boosted Its Email Signups and Ecommerce Conversions Through Personalization

Vegetology is a DTC brand selling sustainably produced supplements that are good for you and the planet. In this case study, you'll learn how they increased their email signups and ecommerce conversions using a few proven and easy-to-setup website personalization strategies.

Website: vegetology.comFounded: 2010 Industry: Supplements

Meet Vegetology

Supplements are a big business, both online and in brick-and-mortar stores. Consumers are increasingly turning to supplements as an easy way to help them live a healthy lifestyle. However, many supplements have traditionally been made with animal products, making it difficult for vegans to find supplements they can take.

In 2010, co-founder of Vegetology Chris Smith had the idea to start selling vegan Omega-3 supplements. It was a smart move, since that’s one of the most popular supplements (and one that’s usually made from fish-based products).

Since then, Vegetolgy has grown into a company with more than 5 million in annual revenue and a unique, eco-friendly business model.

The challenge

The team at Vegetology wanted to make better use of the traffic they were already bringing in. That meant they needed to increase conversions and start turning their visitors into loyal customers and long-term revenue. 

They got in touch with the OptiMonk team for help with optimizing their website and boosting their conversion rates. 

The solution

After analyzing Vegetology’s customer journey and website experience, the OptiMonk team created a tailor-made personalization plan.

These were the solutions they set up for the DTC brand:

1. Improved sign-up message

Vegetology was using a Klaviyo popup that offered a 10% discount for new visitors in exchange for their email addresses. 

Although this campaign had a 7% signup rate, which is average, OptiMonk’s conversion optimization team identified it as an area for improvement. 

Vegetology's Klaviyo popup

They suggested moving this popup to OptiMonk and making the following changes:

  1. Instead of using a generic (and boring) 10% discount to incentivize signups, try out a “mystery discount” to tap into people’s natural curiosity.
  2. Enhance the generic offer and increase urgency by including the current month in the headline (“February special”). Using OptiMonk’s Smart Tags feature, Vegetology won’t need to update the popup each month—it’ll simply change automatically!
  3. Implement a sticky teaser that appears after the popup is closed and follows the visitor through the website. 

Check out what Vegetology’s new popup and teaser look like below:

Vegetology email popup
Vegetology sticky teaser

Using these three proven tactics, Vegetology nearly doubled the signup rate of their popup campaign to 13.8%.

As a result of gaining all those extra subscribers, they also increased their ecommerce conversion rate by 21%.

Vegetology email popup results

2. Welcome message for returning visitors

Vegetology gets many returning visitors, which means that they could benefit a lot by increasing the conversion rate of this customer segment.

The OptiMonk team helped them create a personalized welcome message for returning visitors in order to promote a special discount on a new product bundle:

Vegetology welcome back popup

These returning visitors are already familiar with the Vegetology brand, so they’re likely to be open to buying a bundle instead of a single product. 

The new campaign had a 14.59% click-through rate, getting tons of eyeballs on their special offer. 

3. Testing different headlines on the homepage

You want anyone who lands on your page to immediately understand what sets your products apart from your competitors.

However, it’s often hard to predict which headlines will resonate best with a particular target audience, which is why it’s important to A/B test different versions of your USP.

OptiMonk’s team helped Vegetology run an experiment with different headlines and subheadlines for their homepage.

This is the original headline and subheadline:

Vegetology homepage

The team tested two new headline and subheadline variants using OptiMonk’s Dynamic Content feature. Both new versions achieved a better conversion rate than the original headline:

Testing different headlines on the Vegetology homepage

The version that paired the simple “We are Vegetology” with the subtitle that read “A team of scientists striving for excellence in Vegan and Vegetarian supplementation” had a 9% higher conversion rate

Vegetology homepage A/B test results in Google Analytics

4. Product page optimization

Finally, the OptiMonk team took a look at Vegetology’s product pages with the goal of increasing conversion rates.

Here’s what the original product page looked like:

We’ve always known that social proof is a key factor in driving sales. In fact, research says that 75% of consumers actively seek out reviews and testimonials before making a purchase.

And while Vegetology products have plenty of amazing reviews, they were buried at the bottom of the product page where nobody could see them.

So the conversion optimization team recommended adding a short product description plus a testimonial to the above-the-fold section of the product page. 

This helps visitors quickly gain a deeper understanding of the product and see that other people have had positive experiences with it. 

Vegetology product page optimization

This section was added to the product page using an OptiMonk Embedded Content campaign, and it led to a 6% increase in the conversion rate

Vegetology product page optimization results in Google Analytics

… and a 10.3% increase in unique purchases.

Vegetology product page optimization results in Google Analytics

Advice from Matt Edmundson


As a result of working with OptiMonk’s conversion optimization specialists, Vegetology was able to build their list more quickly, communicate with their returning customers on a personal level, and boost their sales. 

These improvements, which were the result of small changes to their website, led to a big difference to their bottom line. Optimization is all about finding small improvements just like these.

Would you like to set up similar campaigns?
Try one of these pre-made templates: