When Root & Ritual launched their gut health powder, the product had all the right ingredients—literally. Clean label, strong formulation, beautiful branding. But Shopify data was telling a different story: sales were uneven, bounce rates were high, and something wasn’t clicking.
Instead of guessing what to fix, they used Lexore to get answers—directly from their customers.
Written By:
Sequoia Blodgett
CPG
The Problem: Good Product, Inconsistent Sales
Like many wellness brands, Root & Ritual had strong early traction but no clear visibility into what was driving conversions—or what was holding them back. Some customers loved it, others bounced. The team had theories, but no hard data to back them.
They needed to know:
Who was actually buying this?
Why were they buying it?
And how do we get more of those people?
The Solution: Ask the Market, Not the Mirror
Root & Ritual launched a Lexore campaign to test:
Three different product headlines
Multiple packaging and messaging directions
Specific value props around digestion, bloat, and daily wellness
Language resonance with different audience types
In just four days, they had over 500 structured responses and 150+ open-ended comments. Enough to spot patterns—and act on them.
What They Learned (And Changed)
1. Bloat Relief Was the Real MVP
“Gut health” is broad. But bloat? That’s specific—and urgent. Customers weren’t looking for general wellness, they wanted to feel less bloated by tonight. The team updated their landing pages and ads accordingly.
2. Ritual-Based Messaging Outperformed Clinical
Buyers didn’t want science-forward, sterile language. They wanted something that felt soothing, grounding, and safe. Messaging shifted to “your daily ritual” instead of “supports microbiome balance.”
3. Packaging Was a Silent Killer
Several users said they almost didn’t buy based on the label alone—describing it as “too aggressive” or “not approachable.” A small tone and design refresh helped increase trust and shelf appeal.
4. Their Content Strategy Was Misaligned
Their audience wasn’t responding to polished wellness influencer content. They wanted “someone like me.” Root & Ritual reoriented their social content around UGC, testimonials, and lifestyle walkthroughs.
The Results
After implementing feedback from the Lexore campaign, Root & Ritual saw:
+18% increase in Shopify conversion rate
+12% returning customer rate
Clear segmentation of high-value customers
A renewed sense of focus on who they were actually serving
No new product needed. No costly overhaul. Just sharper messaging, clearer positioning, and a brand story that finally resonated.
The Takeaway
Great brands don’t just guess. They listen.
By turning customer feedback into strategy, Root & Ritual didn’t just improve performance—they built a better relationship with the people who matter most.
And that’s how you build momentum.
