71% more conversions, 33% fewer refunds, 46% better program completion
The Numbers
The Engagement
Weight Loss Brand
Weight loss is one of the most regulated advertising categories, and most brands respond to restriction the wrong way. They dial up volume: more spend, more placements, more urgency. That makes the compliance problem worse and attracts the wrong customers.
This brand had both problems. Campaigns were getting flagged regularly. And the customers getting through were not the right fit. High refund rates, low program completion, people who came in expecting something different from what they signed up for. Getting more of those customers is not growth.
What we changed
The messaging got rebuilt from scratch. Not watered down. Rebuilt around honest, specific language about what the program actually does and what it requires from the participant. Expectation-setting done well is also good creative. It filters for the person who reads it and thinks that sounds like me, rather than that sounds easy.
The funnel shifted from urgency to education. We stopped trying to capture every click and started qualifying buyers earlier in the journey. That produces fewer leads on paper and better customers in practice.
Onboarding was redesigned to increase early commitment and engagement. The first days of a weight loss program determine whether someone is going to complete it. We rebuilt that experience to drive engagement in the window when it matters most, which is also the window when most refunds happen.
The refund and completion numbers are the ones that actually matter here. Volume without retention is not a business.
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