Invictus Apothecary
Web Excellence Awards Winner
eCommerce
Invictus Apothecary is a specialist wellness retailer and the exclusive seller of ceremonial cacao, with a carefully curated product range. Ben had spent five years and significant money across multiple agencies who treated the site as a code problem, when the real issue was clarity: the brand and site never communicated the quality behind the range.
Industry
Health & Wellness
Expertise
E-Commerce Web Design & Development, Brand & Content Strategy, Paid Media Management, Information Architecture & UX, Analytics & Conversion Tracking
The Problem
Ben spent five years and significant money across multiple agencies. OO delivered in a single engagement what no previous agency had managed.
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Outdated Look
The site did not reflect the quality of the curated product range. Customers could not tell this was a trusted, specialist retailer.
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Over-Complicated Navigation
Users got lost and left. A sprawling menu and broken search meant relevant products never surfaced.
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Credibility Gap
As the exclusive ceremonial cacao seller, Invictus had a positioning advantage. The site failed to communicate it.
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Wrong Diagnosis
Previous agencies treated this as a code problem and started with development. The real problem was clarity.
The Solution
We started with brand, not build. A brand refresh, architecture overhaul, and content-first approach — before a single line of development was written.
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Brand Refresh
Defined brand goals, refreshed the logo and palette, and set a considered tone of voice, all captured in a brand guidelines document.
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Information Architecture
Audited every product and consolidated a sprawling menu into clear categories, with health-goal navigation for customers who browse by outcome.
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Build & Content
Built the store against the new brand and structure, with content that educates first and sells second, and search that actually returns the right products.
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Sister Site in Parallel
Launched the IH Clinic sister site alongside the Apothecary, giving Invictus a coordinated retail and clinical presence for its customers.
The Implementation
Brand Before Build
Started with a full brand refresh, new logo, warm palette, typography, and tone of voice, so the site finally matched the quality of the curated range.
A Store That Converts
Rebuilt the e-commerce experience around clear categories, health-goal navigation, and working search, moving far more people through every stage of the funnel.
A Paid Engine That Scales
With a site that converts, paid media scaled 8x while CPA fell, and Meta now returns close to ten dollars for every dollar spent.
The Outcome
Six months post-launch: sessions up 140%, add-to-carts up 166%, 310 more unique customers, and a 9.83x Meta ROAS from day one.
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Sessions Up 140%
19,364 to 46,405 sessions in the six months post-launch versus the same period the prior year.
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Add to Carts Up 166%
2,676 to 7,121 add-to-cart events. More users finding the right products and committing to purchase.
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310 More Buyers
447 to 757 unique purchasers. 310 additional customers bought in the six months post-launch.
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Google Ads 9x Conversions
Spend scaled 8x. Clicks up 31x. Conversions up 9x from 54 to 499. Cost per acquisition down 14%.
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9.83x Meta ROAS
$5,645 spend, 182 purchases, $55,492 revenue attributed. 9.83x return on ad spend from launch.
Invictus Apothecary
Ben
Founder, Invictus Apothecary
The breath of fresh air I was looking for.
Previous parties wouldn’t even answer questions. I’d start to explain something and this team was already four or five steps ahead of me. They delivered what I’d been trying to build for half a decade, super concise, super relevant, and they captured everything. One team across the brand, the build, the content, and the paid media. Exactly the partnership I’d been looking for.
