How "Your Super" Used Product Bundles to Hit $70 Million in Ecommerce Sales
Your Super is a direct-to-consumer health brand taking the supplement world by storm.
Since launching its plant-based protein powders back in 2015, public support for Your Super—particularly its social media presence—has boomed:
- 430,000 Instagram followers
- 225,000 Facebook followers
- 6.8 million monthly views on Pinterest
- More than 860,000 YouTube video views
These top-funnel audiences act as the perfect driver of traffic to supplements, plant-based powders, and protein mixes available to buy through Your Super's ecommerce site.
The brand raised $5 million in series A funding in 2019, topped up with another $10 million Series B last year. It also now has estimated revenues of $70 million per year—up 900% since 2017 🤯
It’s clear that the Your Super brand is an incredible case study in building a modern ecommerce business.
So in this post, we're going to break down a key part of their conversion strategy: product bundles. We look at the bundles themselves, how Your Super guides people to them, and do an analysis of the landing pages that do the selling.
<background>Your Super: The background<background>
Your Super was founded by Kristel de Groot and Michael Kuech in 2015 after Michael was diagnosed with cancer at just 24-years-old.
Kristel developed her own homemade superfood powders—products that made Michael happier and more energized. The founders wanted to share their creations with other people who may benefit from them.
This desire of wanting to help has supercharged the DTC brand’s foray into ecommerce—with 42% year-on-year employee growth rate and $15 million secured in venture capital.
A big part of the success? A website conversion strategy geared around solutions-focused bundles, rather than selling individual powders and supplements.
<bundles>The product bundles<bundles>
Product bundling is the process of selling similar products at a discounted rate when bought together. As neuroscientist Roger Dooley explains in his book Brainfluence:
“Bundling can serve to reduce the pain of paying because it makes it harder for consumers to know what the “right” price is for the products.”
Your Super takes this to the extreme with its DTC ecommerce site.
After landing on the homepage, you’re directed towards a product bundle once you explicitly state the thing you need help with:
Each bundle aims to solve a specific problem they know their customers face:
- People who are stressed want to feel calm, so they need the "Calm Bundle"
- People who get sick (or worry about getting sick) need the "Immunity Bundle"
- Women who want to increase their energy levels need the “Superwoman Bundle”
Let’s put the last one—the Superwoman Bundle—under the spotlight.
If you were to pay for each powder individually, it’d set you back almost $175. Buy them in the bundle, though, and just $156.99 comes out of your bank account.
Granted, $17.50 sounds like a small saving.
Yet Your Super sells:
- the story of the bundle;
- why all five powders work together; and
- the benefits of taking them in conjunction with each other.
All of which ties into the pain points its target audience (women) who suffer from: Low mood, bad skin, and zero energy.
<guides>How Your Super guides people to the bundles<guides>
These bundles are the bread and butter of Your Super’s ecommerce strategy.
There’s the obvious added benefit of more revenue. Convincing a customer to make a $157 order instead of a single $34.90 product undoubtedly results in more revenue.
Not only that, bundled items are likely more cost-effective to fulfill than single orders. The brand saves money on one round of shipping or customs fees (instead of each product being ordered separately).
With a clear incentive to push people towards these bundles, let’s take a look at how Your Super guides people towards them using sticky bars, popups, and more.
A sticky bar is a banner that appears at the top of a website.
Your Super uses it as an opportunity to direct first-time visitors towards its latest bundle. “Meet our newest bundle” is one of the first things a visitor sees when they land on the homepage for the first time:
A “learn more” button pushes them directly towards the product page.
"Shop" link in main nav bar
The navigation bar of a website is one of its most popular elements. Providing links to product, category, or landing pages, Your Super promotes its bundles within the Shop dropdown.
The navigation bar has a heavy focus on pushing solutions and benefits that are heavily tied to bundles:
Instead of using anchor text like “protein superfood,” the focus is switched to the benefits a customer will get from taking it—be that more energy, better-regulated hormones, or improved sleep.
It’s not uncommon for people to visit a website and leave without purchasing. While we don’t know Your Super’s exact conversion rate, it’s estimated that 98% of website visitors exit without converting.
In a bid to scoop up those people before they leave for good, Your Super displays a popup to anyone showing an intent to leave the page.
The last-ditch attempt directs them toward joining their email list in return for $15 off:
Email marketing is one of the most important channels for any brand, regardless of what you’re selling or whom you’re selling it to.
In Your Super’s case, it take the opportunity of arriving in someone’s inbox as a way to shout about its bundles. A brief introduction to the brand helps build trust and credibility—two critical factors considered in any purchasing decision:
There’s also a free coupon code to convince new subscribers to make their first purchase:
The same applies to anyone who’s added an item to their online cart. I received this email shortly after adding a product to my cart without purchasing. It nudges me back toward the bundle product page, explaining the benefits of ordering (rather than what the product includes):
The best part? Should there be any confusion in my mind about whether the bundle is suitable for me, Your Super gives three alternative bundles.
Notice how there are no recommendations for individual products at any point in this email—it's all about the solution-focused product bundles.
<landing-pages>Breaking down the product bundle landing pages<landing-pages>
It’s all well and good to drive people towards these product bundle pages. Yet, if the page isn’t well optimized and convinces them to take the next step (i.e. a purchase), Your Super doesn’t stand a chance at seeing returns on their marketing efforts.
Let's take a look at five critical ways Your Super communicates the value of its bundles on the landing/product pages themselves.
1. Name of bundle reinforces overall outcome
We’ve briefly touched on the fact that Your Super focuses heavily on the outcome of using the product instead of information about its ingredients.
Just take a look at the product bundle names to see what we mean:
- Immunity bundle
- Calm bundle
- Detox bundle
- Superwoman bundle
Each focuses on the result a customer wants. It’s much easier for them to decide based on how they want to feel instead of a list of ingredients they don’t know.
(Lucuma powder, wheatgrass, and moringa— we’re talking about you.)
2. Benefit-focused copy
These outcomes and benefits continue through to each bundle’s product description.
Think about it: Nobody wants ground-up mushroom powder, but many people want the effect it can give you.
We can see this conversion copywriting in practice on the Detox bundle landing page:
Phrases like "immunity-boosting Chaga” and the promise to “sleep better with ashwagandha" strike the perfect balance between features and benefits.
Sure, some customers want to see a list of ingredients in each product within the bundle. But, Your Super prevents people from opening a new tab to research what each ingredient does—a risky move considering potential customers may get distracted and never come back.
3. Reviews and ratings galore
Certain product page elements are non-negotiable. Pricing, shipping information, and product photos are often included as standard.
One factor that doesn’t always get the love it deserves? Social proof.
Social proof is a powerful element that influences more purchasing decisions than you may think. People want to feel confident they’re making a good decision. Testimonials from previous customers who’ve been in their shoes can increase sales and boost conversion rates by as much as 34%.
Your Super puts this into practice on its product pages with a review counter beside the product price:
Each bundle is a significant investment. For most customers, they’re to-ing and fro-ing between whether the investment is worth it.
Strategically placing the five-star reviews besides this price point makes that decision a tad more comfortable.
Not only that, Your Super displays all 700+ of its reviews on the bundle landing page:
The average customer reads 10 online reviews before deciding whether to buy something. Because Your Super displays these on the product page, there’s no need for prospective customers to exit the site in search of them.
The most impressive part? Your Super’s team responds to every review. (Yes, all 723 of them.)
Data suggests that when a business replies to a quarter of its online reviews, they’re rewarded with a 35% increase in revenue.
4. Easing money obstacles
If you hadn’t guessed already, pricing is a huge sticking point in any purchase decision. People need to feel confident in the product being sold at the right price.
Brands can’t appeal to all people with their products (especially those at a higher value). But, they can influence the decision by showcasing alternative payment options—specifically monthly installments or "buy now pay later" (BNPL) plans.
More than 1.4 million users download a BNPL app each month in the US. In an attempt to convert those users, Your Super highlights that customers can pay in monthly installments using AfterPay:
It’s not uncommon for retailers to leave payment installation plan information until the shopping cart.
Bringing it forward a step (to the landing page itself) helps customers overcome any price-related obstacles before adding the bundle to their cart. Sometimes that’s all they need to make the first step.
Speaking of money, Your Super even offers to give it back if the customer doesn’t like the bundle they’re about to purchase:
The phrase “risk-free” shows customers that they have nothing to lose. Granted, they’ll have to pay upfront for the bundle, but there’s the option to get a full refund within 30 days if they don’t like it.
Talk about making decisions easier.
5. Bonus recipe book
Your Super operates within a relatively new industry: superfood powders.
There’s a big chance a website visitor isn’t up-to-speed with the things its product can do.
The retailer eases those concerns and provides inspiration with a bonus recipe book. In return for their email address, anyone thinking of purchasing the bundle can flip through 50+ recipes that showcase items in the bundle:
Providing inspiration for its potential customers, they can visualize themselves owning the products included in each bundle. Once again, it removes a common obstacle in their way: Being unsure about how to use the product they’re buying.
The beauty of this setup is that Your Super collects a visitor’s email address.
If the worst-case scenario happens (they read the ebook and don’t purchase a product), the brand can retarget them via email. They’re not a lost visitor forever.
<beefing>Beefing up the bundles<beefing>
Purchasing decisions can be long and complex. While the tactics Your Super uses to convert people visiting its product pages, the retailer pushes its luck by squeezing more revenue out of each customer.
Here’s how Your Super increases average order value (AOV), customer lifetime value (CLTV), and profit margins by beefing up the bundles.
Incentive to subscribe and save
To take its product bundling strategy to the next level, Your Super highlights its subscription model. Customers can have their order repeated every few months, so they’re never out of stock.
A 15% discount on the bundle is a good enough incentive for customers to choose this option:
Opting for the auto-delivery setting is a win-win for everyone involved:
- The customer never needs to make a mental note of replenishing their superfood (or worse: get to the bottom of the tub and have to go without while their new order is delivered).
- Your Super gets reliable, predictable revenue. Customers are billed automatically based on their chosen schedule—no “you’re running low. Order now!” reminders necessary.
Your Super doesn’t stop there once someone has passed the hurdle of adding a bundle to their cart. Customers see an instant cross-sell site message slide-in.
It suggests they add an additional product to the cart—one not already included in the bundle but complements it well:
Cross-selling is an effective strategy because it provides customers with personalized product recommendations—a type of marketing proven to make visitors 43% more likely to convert. They don’t have to click around the website to find other items.
Your Super gives the nuts and bolts of a related product (including the price, benefits, and a photo of it).
But, Your Super doesn’t just settle for cross-selling on the product page.
Once a customer moves to the checkout page, a "These products are moving quickly" carousel highlights best-selling items that complement the bundle already in their basket.
Customers can view the product name, image, and review rating without leaving the checkout page. Just one click and they can add the item alongside the bundle already in the cart:
<bonus-tactics>Extra conversion tactics Your Super could try<bonus-tactics>
There’s no doubt that Your Super does a lot right with its conversion strategy.
Exit-intent popups and retargeting emails drive potential customers towards a well-optimized landing page. But, there’s always room for improvement.
Here are two extra conversion tactics the retailer could try.
1. Use a quiz to get people to the right bundle quicker
As we've seen, Your Super has a great selection of product bundles available that are nicely mapped to various solutions (immune boost, calm, superwoman, etc.).
One thing the retailer could try is engaging new visitors with a product recommendation quiz. This would help people overcome the "Paradox of Choice" by asking a few questions, then providing a personalized recommendation.
For example, if someone says they’re a female struggling with irregular hormones, the final page of the quiz would direct them towards the Superwoman bundle page.
It’d be taking a leaf from Undersun Fitness’ book. The ecommerce brand created its own quiz to help visitors find the fitness program best suited for their personality:
The result? A 27% completion rate, helping the brand provide personalized product recommendations and collect email addresses they can use to retarget potential customers.
Your Super could even take this a step further by implementing a targeted, conversion marketing approach to its CTA strategy. This involves segmenting website visitors by purchase intent and showing the most relevant CTAs to each segment:
So, new visitors on low purchase intent pages could see the quiz, while returning leads see a discount offer on a specific product, and returning customers see a cross-sell.
2. Provide an incentive to signup to SMS marketing
Your Super sends a follow-up email once leads join the email list. In there, there's a link that asks people to sign up with their phone number for SMS marketing:
- It's buried way down in the email's footer links
- There's no incentive given for people to actually do it
People get a $20 off coupon for subscribing to the newsletter. However, Your Super could incentivize people to also opt in to SMS marketing as a second step on the initial popup—without paying more to acquire their information.
Cuddle Clones used this simple two-step popup to capture 150,000 SMS leads in the space of a year:
Your Super could utilize a similar strategy.
They could even split the $20 off originally offered for someone's email and instead offer:
- A $10 discount for someone's email address on the popup's first step
- A "get an extra $10 off by adding your phone number" message on the second step
"Want to double your $10 discount? Add your phone number" is a compelling incentive for leads to opt into both email and SMS marketing campaigns—without necessarily giving them more store credit in return.
<direct>Direct your site visitors to high-value pages<direct>
It’s clear that product bundling—and the tactics it uses to drive visitors toward those landing pages—play a role in Your Super’s incredible success. The brand is a true case study of the power that bundling has.
So, how can you use their insights to drive people to your business’ high-value pages?
Follow Your Super’s playbook with sticky bars, site messages, and exit-intent discounts that prevent people from leaving without viewing the page and/or subscribing.
Then, make sure people have all of the information they need to make a comfortable purchasing division. Five-star reviews, benefit-focused copy, and time-limited discounts reduce friction and increase conversions.