Introduction & Context:
LevensCel is a premium Dutch brand focused on longevity supplements—scientifically formulated products designed to optimize cellular health, slow biological aging, and promote vitality for adults 40+.
Despite a strong product and research-backed formulas, the brand was struggling to connect with real consumers. Their target audience—health-conscious professionals aged 35–65—was skeptical, overwhelmed by science, and hesitant to commit to a subscription.
When I joined, their traffic was solid (thanks to PR and SEO), but conversions were weak, retention was dismal, and CAC was trending upward.
The Challenge (Pain Point & Problem Statement):
LevensCel faced multiple pain points that stifled growth:
- ROAS had dropped from 2.9x to 1.4x over the past 45 days
- Cart abandonment rate was 73%, especially on mobile
- Email list growth was stagnant, with only 9% open rate on product launch sequences
- Subscription churn within the first 30 days was a staggering 42%
- Content was overly technical, creating disconnect between product science and consumer outcomes
In short: Great science, poor storytelling.
Category
E-COMMERCE
Clients
LevensCel
Location
Dutch Market
Led & Executed by:
Mohamed Chourouki
The Strategy & Execution (Step-by-Step Breakdown of Actions Taken):
I built a full-funnel strategy called:
“From Molecule to Motivation”—connecting the deep science of longevity to the everyday motivations of our real-life buyers.
🔹 Phase 1: Positioning Makeover + Buyer Avatar Clarity
Created 3 detailed buyer personas:
- The Biohacker Executive – seeks cutting-edge advantage
- The Conscious Ager – wants to look/feel younger naturally
- The Prevention-Minded Professional – values futureproof health
Shifted messaging from:
“Optimized NAD+ production via NMN activation”
To:
“Feel 10 years younger—sustain energy, memory, and metabolism naturally.”
🔹 Phase 2: Content Strategy & Funnel Build
Built 5-part email storytelling sequence (“The LevensCel Journey”):
– Day 1: “How aging works—and how to slow it down”
– Day 2: “Why I started LevensCel” (Founder’s story email)
– Day 3: “Results in 30 days: what our customers say”
– Day 5: “The 60-day Reset” (invitation to commit to change)
– Day 7: Offer + retargeting reminder
Created video testimonials with 7 real users aged 45–67, showing their supplement routine, energy levels, and skin glow after 30 days.
Embedded dynamic product quizzes on homepage:
– “What’s Your Longevity Score?” → Result page recommended a supplement + case study
🔹 Phase 3: Performance Campaigns + A/B Testing
Facebook & Instagram Ads:
– Hook 1: “Your biological age isn’t your birth year. Want to feel younger?”
– Hook 2: “This Dutch supplement slows aging from the inside.”
– Creative: Founder talking directly to camera + side-by-side customer results
A/B tested landing page offers:
– Offer A: 20% off first bottle
– Offer B: Free blood test with 2-month commitment
→ Offer B converted 2.6x better (12.8% vs 4.9%)
Launched retargeting ad flow based on quiz results & email behavior.
The Challenges & Roadblocks:
- Initial creative fatigue: Health supplement audiences tend to scroll past “another bottle of pills.”
→ Solved by pivoting to human-centered videos—real people, real skin, real stories.
- Apple Mail Privacy updates killed email open tracking
→ Shifted focus to click-based metrics + on-site behavior (heatmaps + quizzes)
- Skepticism around scientific claims
→ Added 3rd-party validation (linked peer-reviewed studies + MD endorsements)
The Results & Impact (Before vs. After Data Comparison):
Metric | Before | After (60 Days) | % Change |
Monthly Revenue | €18,900 | €61,320 | +224% |
ROAS | 1.4x | 3.6x | +157% |
Subscription Churn (30 days) | 42% | 18% | –57% |
Quiz Completion Rate | N/A | 36.2% | New funnel asset |
Cart Abandonment Rate | 73% | 42% | –42.5% |
Email CTR | 1.8% | 11.3% | +527% |
Repeat Customer Rate | 19% | 41% | +116% |
One of the most successful campaigns, “Biological Age vs Real Age,” went semi-viral on Dutch TikTok—pulling over 3,000 quiz completions in a week and €11.2k in tracked sales.
Key Takeaways & Lessons Learned:
📖 Science doesn’t sell—stories do. Even in a hyper-technical niche, emotion, aspiration, and identity matter more than ingredients.
🎯 Behavior-based funnels outperform static flows. The quiz → retarget → personalized offer path drove 62% of total sales in the last 30 days.
💊 Subscriptions need education. We reduced churn simply by explaining what to expect (and when).
🧪 People want progress, not perfection. Messaging around “1% daily improvements” resonated more than anti-aging extremes.
📹 Trust lives in faces, not features. Raw, real videos crushed polished product explainer animations
Conclusion & Final Thoughts:
By blending longevity science with deeply human storytelling, we positioned LevensCel not just as a supplement—but as a daily commitment to future self-care.
This case highlights how full-stack e-commerce marketing—anchored in empathy, driven by data—can transform complex products into lifestyle brands.
LevensCel is now preparing to expand to Belgium and Germany, using the same storytelling playbook.
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