Pharmaceutical, gut health and IBS
Paid media, social ads, website conversion optimisation
Tumme operates in the pharmaceutical gut health category, targeting consumers managing IBS and related digestive conditions. When engagement began, paid acquisition was active but conversion performance was materially underperforming. First-time customer conversion rate was approximately 1%, limiting scale regardless of media efficiency.
The objective was to improve on-page conversion performance to support paid media investment and enable sustainable scale. The constraint was not traffic volume. It was trust and credibility.
We began with category and competitor analysis.
Leading brands in the space, including AG1, relied heavily on layered social proof, scientific backing, founder authority, and regulatory credibility. Tumme’s website lacked sufficient depth in these areas, creating hesitation for first-time buyers in a highly trust-sensitive category.
The strategy was to reposition the website around credibility, authority, and proof. We integrated detailed scientific explanation, TGA-related positioning, founder prominence within the industry, and structured validation elements throughout the purchase journey.
Execution was delivered within three weeks to align with paid media relaunch timelines.
The design process focused on clarity, authority, and trust reinforcement.
Social proof elements were layered into the site structure rather than isolated to a single section. Founder credibility, scientific explanation, and regulatory positioning were embedded throughout key decision points.
The layout was structured to reduce friction and increase confidence for first-time customers, particularly those arriving from paid and social campaigns. Mobile performance and checkout clarity were prioritised to support acquisition at scale.
The rollout was aligned directly with media activation to ensure immediate performance measurement.
Tumme now presents as a science-backed pharmaceutical brand rather than a generic supplement provider.
Founder authority is visible. Scientific rationale is clearly explained. Regulatory credibility is positioned appropriately within the user journey.
This repositioning supports premium perception and improves buyer confidence within a highly competitive gut health market.
Conversion rate for first-time customers increased from approximately 1% to 4% immediately following launch.
As ad spend increased, conversion performance remained stable, confirming that improvements were structural rather than volume-dependent.
The improved on-page performance reduced CPA materially and increased revenue output per advertising dollar. At the same spend level, a 4% conversion rate delivers roughly four times the sales volume compared to a 1% baseline.
The website now supports scalable paid acquisition rather than constraining it.
01
First-time customer conversion improved immediately post-launch.
02
Improved on-page performance lowered acquisition cost at scale.
03
Higher conversion efficiency increased sales volume without proportional increases in budget.
Founder of Curated Skin Aesthetics
