Emuaid Case Study
EMUAID had already earned its place as one of the fastest-growing women-led companies in America. Their medical-grade homeopathic ointment treated over 100 skin conditions — and customers who bought it came back. But growth had stalled.
The funnel was exhausted, ad costs were climbing, and the site wasn't converting condition-specific visitors the way the product deserved. GrowthHit identified the structural constraints and rebuilt the purchase flow from the ground up.
+22%
Conversion Rate
+35%
Add to Cart
2X
Checkouts
Conversion Rate Optimization
Brand Elevation
Product Page (PDP) Optimization
Cart Bundle Upsell Experience
Challenges/goals
What Emuaid Needed
- Condition-specific experiences at scale. EMUAID treats 100+ conditions. Every condition has a different customer psychology, different search intent, and different emotional state. Generic pages couldn't convert — each condition needed its own tailored landing experience.
- Hope before features. EMUAID's customers aren't buying a skincare product — they're buying relief after years of failed attempts and medical disappointment. The messaging had to meet them at that emotional reality before presenting clinical proof.
- A discovery system that matched product to condition instantly. With multiple SKUs and dozens of condition landing pages, visitors needed a frictionless path from "I have this condition" to "this is the product for me" — in seconds, on mobile.
- An accessible entry point for first-time buyers. The 0.5oz product was EMUAID's best acquisition tool — a low-risk way for a skeptical new customer to try the product. It needed to be visible, prominent, and easy to buy.
In the words of Amy Nicolo, CEO of Emuaid
“GrowthHit understood our customer before they ran a single test.
That's the difference."
Lessons from helping Emuaid grow
Breaking through a plateau isn't about doing more. Here's what we fixed:
When your customer is a chronic sufferer, features don't convert. Hope does.
EMUAID's customers have usually tried three, five, ten other products before landing on their site. They've been disappointed before. A page full of clinical claims and product specs reads like every other product that didn't work. When GrowthHit reframed the toenail fungus landing page around the emotional reality of that journey — acknowledging the struggle, then presenting the solution — sales jumped by 131 per month. The product didn't change. The conversation did.
Condition-specific isn't a nice-to-have. It's the conversion strategy.
A visitor landing with lichen sclerosus and a visitor landing with toenail fungus are not the same customer. They have different fears, different search journeys, and different proof points that will move them. Serving both with the same page leaves both underserved. GrowthHit's iterative testing on condition-specific pages — from the homepage selector to individual condition LPs — drove the add-to-cart lift to +35% and helped double checkouts. For health and wellness brands serving multiple conditions, this is the highest-ROI CRO investment on the table.
Your entry-level product is your best acquisition tool — if customers can find it.
Adding the 0.5oz product to sitewide navigation opened a conversion path that projected $4.7M in additional annual revenue. The product already existed. The traffic was already there. The only change was visibility. For any brand with a lower-priced entry SKU, the question isn't whether to promote it — it's whether you're promoting it in the right place. Navigation is the right place.
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