WillPowders: turning a following into a community

Wellness is one of the few sectors where customers arrive knowing their goal, but not the product.

The OQO site is organised around four everyday health benefits (Hydrate, Gut Health, Energy and Sleep) rather than product types. Nobody wakes up wanting a capsule – they want to burst through the 3pm slump, or wind down properly at the end of the day.

Most OQO customers already have a routine. What they’re looking for is the next thing to add to it. Organising by goal answers that on every page. Someone who arrives for energy can see what sits alongside it, described in terms of what they’re trying to do.

The second order matters more than the first.

More than half of WillPowders’ customers came back to buy again, and one in eight was still ordering eleven months after their first purchase.

Subscriptions made up around 15% of sales. We built them into the store from day one on Ordergroove, then, as Recharge specialists, migrated subscribers across without losing a single one. A Klaviyo reminder three days before each order meant nothing arrived as a surprise.

We also implemented bundles and a loyalty scheme powered by LoyaltyLion, giving customers a reason to try the next product.

Every community needs new members.

Not everyone found WillPowders through Davinia. We wrote copy around the questions customers were asking about key topics and ingredients, so people could find the brand before they’d heard of its founder. Organic search became the store’s biggest revenue channel, ahead of direct and earning nearly twice as much as paid search. It was also the biggest source of new visitors.

Search and community were never separate strategies. The content that answered a stranger’s question was the same content that kept a regular coming back.

We built the right foundations, and the community showed up:

Three things we’d tell any brand before they start:

Got an audience that deserves more than a checkout? Let’s chat.