An extra £3 million a year for Huel, a health e‑commerce company

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Huel produces a powdered food that is intended to provide all of the body’s daily nutritional needs.

A short video interview with the client

“We got some excellent results, which equate to about £3 million added revenue per calendar year.”

A transcript of the video

“Working with Conversion Rate Experts, we definitely got a return on our investment many times over. They’re very professional. They’re very proactive. They’ve got a lot of bright ideas. They’ve obviously worked with some very large clients before. They look at how things are done on a scientific method, but they also have creative skills as well. Overall, we got some excellent results, which equate to about £3 million added revenue per calendar year.

We definitely got a return on our investment many times over

“My name is Julian Hearn. I’m the CEO and founder of Huel. Huel is a nutritionally complete food we sell in the UK. We also sell it across the world, and we have an operation in America, and we also have a team in Germany. We launched in June 2015, so in the first two years, we’ve sold over 8 million meals to over 55 countries. We are probably one of the fastest growing companies in the UK. We’ve also donated enough vitamins to supply 55,000 children for a year.

About £3 million added revenue per calendar year.

“Conversion rate is very important to us because we spend a fair chunk of money on online advertising. If you’ve got a leaky bucket, then you spend money on losing a customer, so we need to ensure the money that we spend is spent wisely and we get as many of those customers to complete their sale as possible.

“We did look around the marketplace to see who was available. We checked out a few different agencies. We eventually chose Conversion Rate Experts—partly because of their video testimonials and some of the testimonials they got from other companies. They have achieved some spectacular results with some big brands of the likes of Sony, Google, Apple, Facebook. Conversion Rate Experts stood out for us as having far better results than anybody else in the marketplace, which reassured us they were the right people to choose.

Conversion Rate Experts stood out for us as having far better results than anybody else in the marketplace

“Right at the start of the project, they do a massive immersion stage where they look into every element they possibly can, and they produce a very in-depth report back, and they present it to you and take you through it, stage by stage. And it’s not a typical boardroom report; it’s very, very insightful. They even suggested some things that we haven’t implemented yet, which are more fundamental. They’re not on-site changes; they’re actually product changes or marketing changes. They were really passionate about what they were trying to achieve for us.

They were really passionate about what they were trying to achieve for us.

“Our key contact, he actually got the product ordered to his house. He sent us pictures of him using it with his family. He got his head office to do the same, as well. They tried the product out because then they could understand some of the pain points and help get past those.

“We did do quite a few different types of tests. Some of those results were very good for sometimes very small changes, actually just adding a few extra words to one of the headlines that we’ve got. If you’d asked me up front, I would have said that would never have made any difference at all, but that added over half a million pounds over a year.

“One of the biggest results we had was well in excess of £1 million added to the sales, and overall, there was up to a £3 million increase in sales over a year.

“I would recommend you work with Conversion Rate Experts. They’ve been extremely professional. You’re in a safe pair of hands. They’ve got a lot of experience. They’ve got a good proven methodology for delivering results. They got us results, and they’ve got an extensive list of proven clients of well-known brands that you can trust.”

You’re in a safe pair of hands.


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