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Supplements / 2025 / Example

Calmwell

Selling the outcome, not the ingredient

The listing led with chemistry and hid the label. The redesign leads with sleep, puts the label at readable size and answers dosage in the headline.

Client
Calmwell
Category
Supplements
Year
2025
Scope
Listing Audit, Main Image, Infographics, A+ Content

+22%Conversion rate

(01)— Main image

Theproblem.

  1. 01At thumbnail size the bottle was a green rectangle. 'Magnesium' was unreadable in search results.
  2. 02Secondary images were walls of text and a supplement facts panel, both unreadable on mobile.
  3. 03Q&A was full of 'how many do I take' and 'is this a pill', questions the images should have answered.
Redesigned main image: the bottle fills the frame with a large, legible 'Magnesium' label and three gummies at its base.
Original main image: a small bottle with an unreadable label on a pale green backdrop under two lines of all-caps keywords.
BeforeAfter

Drag, or use the arrow keys, to compare.

(02)— The original listing

Before.

  • Original main image: a small bottle with an unreadable label on a pale green backdrop under two lines of all-caps keywords.
    01Main image
  • Original secondary image: the heading 'Why Choose Calmwell?' above more than thirty lines of small text.
    02Secondary image
  • Original secondary image: a full supplement facts panel with small text filling the frame.
    03Secondary image
(03)— The teardown

After,annotated.

Redesigned main image: the bottle fills the frame with a large, legible 'Magnesium' label and three gummies at its base.
123

(01) Main image3 notes

  1. The bottle fills 85% of the height. The old image used about 30%.
  2. Label type rebuilt at twice the size so 'Magnesium' reads in search results.
  3. Gummies in frame answer 'is this a pill?' before anyone asks.
Infographic: the bottle on the left and three numbered benefits in large type: sleep, 0 g added sugar, glycinate.
123

(02) Infographic3 notes

  1. Dosage in the headline removes the most common Q&A question.
  2. It leads with the outcome people search for, sleep, not the compound name.
  3. '0 g added sugar' targets the top competitor's weakest review theme.
Size image: the bottle beside a coffee mug with a 5.1 inch height marker and the headline 'Fits in a nightstand drawer'.
12

(03) Size and scale2 notes

  1. Height in inches, marked on the product rather than in a caption.
  2. A mug gives instant scale. Nobody needs a ruler to picture it.
Lifestyle image: the bottle on a wooden nightstand under a warm lamp against a dark blue wall.
1

(04) Lifestyle1 note

  1. A nightstand at dusk sells the ritual. The palette stays inside the brand green.
A+ banner: Calmwell wordmark and the line 'Wind down without the chalky pills' beside the bottle on deep green.
12

(05) A+ content2 notes

  1. The tagline names the alternative buyers are leaving: chalky pills.
  2. Full-bleed brand green makes the A+ section feel premium without a Premium A+ budget.
(04)— Results

What itdid to the numbers.

+22%
Conversion rate14.1% to 17.2%
+33%
Click-through rate0.42% to 0.56%
+19%
SessionsSame ad spend

Example study. Numbers are placeholders.

“The dosage headline alone cut our 'how many do I take' questions to almost zero.”

Example client, Head of E-commerce · Calmwell
(05)— Next case study
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