Goodies Nutrition
Mobile product experience optimization for the Filipino natural supplement brand in gummy format.
+91% Add to Cart
Mobile product experience optimization for the Filipino natural supplement brand in gummy format.
Goodies Nutrition is a Filipino nutritional supplement brand in gummy format that needed to improve their mobile ecommerce conversion. Through a continuous experimentation program with 3 sequential A/B tests, we nearly doubled the Add to Cart rate and increased purchases by 13%, with statistically significant results validated in VWO and Google Analytics 4.
The challenge
Goodies Nutrition had a product catalog with strong reviews and quality certifications (ISO 22000, HACCP, GMP), but their mobile shopping experience had friction at key funnel points. Users were dropping off between product viewing and checkout initiation, with no clear free shipping message or enough trust signals at the moment of purchase decision.
Our solution
We implemented a sequential experimentation program focused on mobile, with 3 A/B tests designed to progressively optimize the product experience. Each test built upon the learnings of the previous one, using VWO for variant management and GA4 for funnel analysis. The program covered over 116,000 total visitors and ran between February and July 2025.
Get startedOverall results
Add to Cart
Purchase rate
Checkout starts
Experiments run
Strategies implemented
Some of the highest-return strategies executed in this project.
Sticky banner with free shipping and price
Action
We added a fixed banner at the bottom of product pages on mobile with the message 'Free shipping in one day', the discounted price, and the 'Add to Cart' button. The goal was to reduce purchase hesitation and reinforce perceived value at the exact moment of decision.
Result
The Add to Cart rate doubled: from 7.17% to 13.67% (+91% improvement), with statistical significance at 99.91%. We validated that users interact intensely with the purchase button area and the quantity selector.
Enhanced sticky with Buy It Now and trust signals
Action
We iterated on the first test by adding a more complete sticky with 'Add to Cart' and 'Buy It Now' buttons, a more visible free shipping message with a highlighted color, and improvements to the Add to Cart section with clear discounts, visual upsell, and trust signals.
Result
Checkout improved by +6.31% (from 14.75% to 15.68%), with 66,734 visitors tested. While it didn't reach statistical significance, the learnings about the cart (cross-sell, volume discounts) were key for the next test.
Product grid simplification with trust badges
Action
We redesigned the homepage product cards by removing redundant information (repeated price labels, unnecessary CTAs), improving visual hierarchy, and adding persuasive badges like 'Best Seller' to guide users toward the most popular products.
Result
The checkout rate increased by +9.87% and purchases by +13.28% with Variant B, both with statistical significance. Returning users showed a 17% purchase rate versus 6% for new users.
Conclusions and learnings
Free shipping is a high-impact message: positioning it visibly next to the purchase button nearly doubled Add to Cart.
Sequential iteration multiplies results: each test built on previous learnings allowed progressive optimization of the entire purchase funnel.
Simplifying product cards improves conversion: removing visual noise and adding trust badges like 'Best Seller' guides users toward action.
Segment analysis reveals opportunities: returning users convert almost 3x more than new ones, highlighting the importance of retention strategies.
The Goodies Nutrition case demonstrates that a continuous experimentation program, where each test builds on the learnings of the previous one, can transform ecommerce conversion in just a few months. The key was combining rigorous data analysis with agile execution focused on real user behavior on mobile.
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