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Supplements — NetherlandsPlaceholder Supplements
Diagnosed a retention problem masquerading as an acquisition problem.
+58%
LTV in two quarters
The situation
A supplements brand throwing more spend at the top of the funnel while the bottom quietly emptied out. Cancellations after the first month were the real story nobody was reading.
What was leaking
- 01First-month churn near 40% — the product worked, the onboarding didn't.
- 02A subscription that felt like a trap instead of a benefit.
- 03Google Ads bidding on the brand name and calling it 'demand'.
What we did — in order
Bucket first. Then the tap.
01
Rebuilt the post-purchase education flow so month one actually delivered a result.
02
Reworked the subscription offer and cancellation flow to reduce involuntary churn.
03
Cleaned up Google to capture real non-brand demand.
04
Scaled Meta only after the LTV math finally worked.
The numbers
Placeholder figures — pending client sign-off.
+58%
90-day LTV
−22%
First-month churn
1.9×
Blended payback speed
What made the difference
The insight, not the settings screen.
You can't out-spend a leaky retention curve. The cheapest customer is the one you already paid for — we just had to give them a reason to stay past week four.
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