Kindra's pricing, bundling and merchandising was not streamlined for the user to make fast, easy decisions throughout their buying journey. There was a heavy focus on subscription upfront that did not align with consumer needs in the product category. Plus, a slow site experience that needed a heavy facelift had created a trifecta in friction for the funnel.

We made sweeping changes to merchandising and pricing—reducing and increasing pricing in areas, removing product bundles, adding new ones, and recategorizing products by the problem consumers were trying to solve. Next, we created a multitude of landing experiences with our new merchandising and better incentives for larger basket bundles.  

These changes drove 2X the AOV for new customers(higher than subscriber LTVs) and a 16% lift overall. We ran several experiments and continued to iterate on ad and landing experiences to drive down CAC by more than 50% while continuing to scale spend further.

Within 3 months we beat their CAC target while significantly increasing basket size and conversion. This led to a 3:1 LTV/CAC ratio and put them on the path to profitability.

Kindra closed their bridge round later that year.

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