More Nutrition achieves 302% increase in order placements with revamped welcome flow

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Known for its commitment to science-based nutrition with fitness supplements, More Nutrition set out to revamp its welcome flow, aiming to convert more subscribers into loyal customers despite a challenging landscape of reduced site traffic and customer acquisition. 

By transforming its subscriber welcome emails, More Nutrition earned the Best welcome flow award at The Klicks 2024.

*All stats courtesy of More Nutrition

Learn how More Nutrition increased subscriber conversions with a personalised welcome flow

Objectives

More Nutrition aimed to increase conversion rates among new subscribers by:

• Designing a welcome sequence that would drive both engagement and conversion
• Addressing subscriber needs at each stage of their journey through targeted, high-value content
• Overcoming traffic decline by focusing on higher-quality engagement and conversions

Strategy

The team took a strategic, data-driven approach to revamp the welcome flow:

• Customer journey audit: Conducted a deep-dive workshop to identify customer needs, answering questions about what subscribers are looking for in each stage of their journey.
• Content revamp: Based on workshop insights, they designed content to address key 
• subscriber concerns, including articles, guides, and influencer testimonials.
• Email sequence redesign: Introduced a 4-email series to guide subscribers in exploring More Nutrition’s products and benefits:
  • Email 1: Personalised introduction, discount code, product highlights, and influencer endorsements.
  • Email 2: Tips for incorporating wellness routines, testimonials, and unique selling points.
  • Email 3: Introduction to the fasting program, weight loss tips, and added social proof.
  • Email 4: Reminder of the discount, free meal plans, targeted product recommendations, and key influencer content.

Results 

The revamped welcome flow led to substantial improvements in engagement and revenue. Click-through rates increased by 39%, ultimately growing placed orders by an impressive 302%, with attributed revenue surging by 269%. These metrics underscore the welcome flow’s impact, particularly in converting new subscribers despite a decline in overall site sessions.

“Klaviyo enabled us to bring our ideal welcome flow to life,” said Maxine Dietz, Head of CRM at The Quality Group, which owns More Nutrition. “By crafting a more personalised and strategic onboarding experience, we’ve created a flow that genuinely resonates with our subscribers, fostering engagement and delivering significant revenue growth.”