B2B to B2C - rebuilt around a hero product

The challenge

Bodyography came up B2B - sold into salons, distributed at the back of chairs, never had to win a consumer cold. Now the brief was direct-to-consumer. That meant the storefront had to do the selling the rep used to do: the brand story, the product education, the trust signals, the conversion path - all of it. Add in the second brand (Retinol by Robanda) and you've got two brands under one owner with different positioning, different LTV profiles, different margin structures - and one operator who'd already been burned by agencies that chased headline ROAS while the margin bled.

What we did

• Rebuilt conversion tracking from the ground up so every spend decision could be made off real margin, not blended ROAS.
• Tiered the SKU catalogue across both brands - bestsellers, mid-tier, and 'the rest' - then ran controlled tests on the rest to surface winners hiding in the long tail.
• Ran CRO across the Shopify storefront and every product page: messaging, hierarchy, trust signals, PDP layout, hero imagery, add-to-cart flow.
• Worked into the Shopify backend - apps, theme code, checkout - to fix the things ads alone could never lift.
• Now in a full website rebuild, restructured around one hero product as the consumer entry point, with the rest of the range as supporting cast.
• Monthly strategy calls at the product + page level, not the account level - so every dollar of spend has a margin story behind it.

The result

Bodyography is no longer the wholesale brand trying to act like a consumer brand - it's being rebuilt as one. The SKU tiering surfaced winners that the wholesale model had buried, CRO closed the gap between cold traffic and conversion, and the new site is being built around a single hero product instead of a sprawling catalogue. Retinol by Robanda scaled in parallel, with the same conservative margin discipline.

How it played out

1. Phase 1 Tracking rebuilt across both stores - GA4, GAds, server-side
2. Phase 2 SKUs tiered: bestsellers / middle / rest - winners pulled out of the long tail
3. Phase 3 Campaigns restructured around margin data, not blended ROAS
4. Phase 4 CRO across Shopify storefront + every product page, plus backend fixes
5. Now Full website rebuild underway, structured around one hero product
6. Ongoing Monthly strategy calls at the product + page level

“

They speak the e-commerce language. They've been really conservative with our budgets and respected the growth pattern. They feel like an extension of my team.