Project details
Client: Wellness Personalized Book
Location: US
Industry: Health and Nutrition
This wellness brand offers personalized lifestyle solutions through custom-made wellness books based on user questionnaires. Focused on emotional wellbeing, daily balance, and personalized self-care, the product is designed to support real-life routines without harsh language or pressure. It serves wellness-conscious individuals across Europe with tailored insights, calming design, and meaningful guidance.
Services Provided:
Product content and language revamp based on user sentiment
Questionnaire-to-book journey restructured for better personalization
Emotionally aligned landing pages and purchase flow redesign
Multilingual Google Ads campaigns (France & Germany) with local search intent focus
Ongoing market research and go-to-market planning for Asia expansion
Solutions Implemented
Competitor research
We’ll investigate market saturation for your specific services, dissect competitor structures, pricing models and value propositions.
Hyper-Targeted Advertising
We create focused ad campaigns on social media and Google designed to reach specific high-intent audiences.
User-Generated Content Initiative
We’ll encourage your customers to share their experiences and showcase the reviews with photos and videos across all channels.
Doubling Conversions with Empathy: How a Wellness Brand Found Product-Market Fit in Europe
In this case study, you’ll discover how aboveA helped a personalized wellness book brand refine its messaging, rework its flagship product, and build traction in the French and German markets through targeted Google Ads. If you’re in a sensitive niche where language matters. This story highlights the value of empathy-led marketing and customer alignment.
The Challenge
The client was an emerging wellness company selling a personalized lifestyle book – a printed guide tailored to the buyer’s answers in a wellness questionnaire. However, conversion rates were stagnating. Reviews highlighted emotional disconnects. Despite offering real value, the product’s tone and framing clashed with its target audience’s preferences.
We found that many potential customers, especially women aged 30–50, rejected terms like “weight loss,” “fat reduction,” or “get slim.” These phrases triggered resistance or disinterest. Instead, they resonated with language about “balance,” “energy,” “hormonal health,” and “feeling strong.”
Additionally, the company was struggling to drive meaningful traffic in non-English-speaking markets. Google Ads campaigns in France and Germany were delivering impressions but not turning into buyers.
Our Strategy
To create a product that truly resonated with the audience and a funnel that turned interest into sales, we tackled both the messaging at the product level and the go-to-market strategy across European markets.
1. Tone and Content Redesign for the Wellness Book
We started by conducting a qualitative and behavioral audit based on customer feedback, returns, and reviews. We noticed a consistent pain point: many users disliked how the product framed wellness goals. For example, words like “lose weight,” “burn fat,” and “diet discipline” were cited as off-putting and “not the reason I bought this.” Customers were looking for empowerment, routines, and emotional uplift, not criticism or control.
To address this:
- We restructured the wellness book’s entire narrative flow—leading with sections on stress relief, daily energy, and emotional wellbeing before ever mentioning nutrition or movement.
Swapped language like “get slim fast” with “feel lighter, stronger, and more present in your body.”
Added new chapters focused on sleep quality, self-trust, and burnout recovery, based on trending concerns in our ICP research (especially among women 30–50).
Designed a softer visual identity for the product pages and packaging, focusing on calming colors, fluid illustrations, and human-centric design instead of calorie counters and fitness tracking.
This gave the product a fresh identity: not as a self-help gimmick, but as a personal wellness guide created by and for people seeking real-life balance.
2. Geo-Targeted Paid Advertising Campaigns
Once the product language was fully reworked, we moved on to fixing the lead funnel – starting with underperforming Google Ads campaigns in France and Germany.
We applied a layered approach:
Rebuilt campaign structure to match emotional search intents (e.g., “book for feeling better,” “morning routine guide,” “personalized wellness gift”).
Created 50+ ad variations in French and German, rewriting headlines to emphasize personalization, mental clarity, and transformation without the typical “fitness talk.”
Built new landing pages in both languages, ensuring tone consistency, faster load times, and simplified mobile UX.
Added trust-building blocks like social proof, verified review snippets, and delivery promise banners.
In tandem, we monitored session behaviors using Hotjar and GA4 to refine CTA placement, test different value propositions, and adjust form lengths.
Results After 3 Months
The strategy unlocked meaningful growth in both product engagement and marketing performance. Here’s what we saw:
Conversion rate
By shifting the product’s tone and reordering the customer journey, we achieved a conversion rate increase from 2.1% to 4.3%. Visitors were more likely to add to cart and complete purchases when greeted with emotionally aligned messaging.
Visitors spent more time on content-driven sections of the page (average time on site increased by 39%)
Exit rates on landing pages dropped by 23%, showing a clearer path to purchase
Cart abandonment emails with wellness-first phrasing showed a 28% higher open rate
Paid Ads Performance (France & Germany)
Our localized Google PPC campaigns significantly outperformed previous efforts.
France: CPC dropped by 19%, CTR increased to 5.8%, and ROAS stabilized at 3.8x
Germany: Lower bounce rate (down 17%) and conversion rate of 3.9%, with ROAS at 3.2x
Highest-performing ad groups used phrases like “daily reset,” “custom wellness plan,” and “regain balance”
Customer Sentiment
Product reviews shifted in tone and content. Customers used phrases like “gentle guidance,” “not another diet plan,” and “feels like it was written just for me.”
Net Promoter Score (NPS) rose from +18 to +45
Direct feedback praised the “non-judgmental, thoughtful approach” and “inspiring tone”
Refund requests dropped by 42% after the update
Preparing for the Asian Market
With product-market fit now validated in Europe, our team is currently conducting early-phase discovery for expansion into Asian wellness markets – particularly Japan, South Korea, and Thailand.
Our current scope includes:
Localized sentiment analysis around wellness, food, and body image
Strategic testing of paid campaigns in local languages
Identifying local influencers and wellness communities for partnership
Start Building Wellness Products People Truly Love
Project Heroes:
Nusta Berdzenishvili
Market Development Specialist
Kiki Yuen
Business Partner
Agnieška Rutkovska
Social Media Specialist
Xavier Junlapun
Marketing Specialist
