NOLÉ: Scaling a Mission-Driven Wellness Brand Through Full-Funnel, Subscription, and Retention Excellence

Explore the brand at nolecare.com.

Nolé is an eco-conscious wellness brand built around science-backed routines and a mission to help people feel and live better. When they partnered with ITTD, the brand was gaining momentum but needed a structured digital growth engine—one capable of amplifying demand, strengthening retention, and scaling sustainably.

Our work together spanned every major growth lever: paid acquisition, retention architecture, subscription optimization, quizzes, creative testing, analytics clarity, and funnel refinement. The result was a high-performing system that drove significant gains across acquisition, AOV, LTV, and—most importantly—subscription health.

Building a Full-Funnel Acquisition Engine

We began by creating structure: understanding which customers convert, which products anchor acquisition, and which narratives deliver the highest intent.

Paid Media Framework

• Integrated a multi-layered Meta + Google system focused on stable, scalable CAC
• Introduced predictive segmentation for higher-quality prospecting cohorts
• Developed a high-frequency creative testing cadence to reduce fatigue and boost CTR

The result was a significant improvement in efficiency, allowing the team to reinvest confidently into growth.

Quizzes: Educating, Personalizing, and Converting With Precision

The quizzes became a cornerstone of Nolé’s growth engine — serving as both education and high-intent acquisition.

• Guided customers toward the right regimen based on needs, habits, and symptoms
• Boosted CVR through clarity and personalization
• Powered stronger segmentation for lifecycle and retention campaigns

Quizzes consistently produced the highest-intent customers, improving both short-term conversion and long-term LTV.

Subscription Optimization: Turning Customers Into Loyal Members

This was one of the most meaningful areas of impact. Through segmentation, messaging, timing, and value reinforcement, we transformed subscription performance.

• Tripled subscription retention within months
• Reduced churn by 5x through proactive lifecycle touchpoints
• Increased subscription AOV through bundles and sequencing
• Built personalized flows that matched each phase of the customer’s wellness journey

By reshaping subscription logic and layering meaningful education, Nolé’s recurring revenue became stronger, healthier, and more predictable.

AOV, LTV, and Profitability Improvements

Once acquisition and subscriptions were stable, we enhanced the economic engine powering growth:

• Boosted AOV by 3x through bundling, sequencing, and product education
• Lowered CPA by 4x through improved funnel efficiency and creative resonance
• Lifted LTV:CAC above 4 through stronger retention and optimized customer pathways

This combination allowed Nolé to scale aggressively while maintaining profitability across all channels.

Gratitude

I’m sincerely grateful to Alida Boer for the trust, vision, and collaboration throughout this work. She is an extraordinary and accomplished entrepreneur — a rare blend of intellect, creativity, and bold ambition. This eco-conscious venture, designed to save space, money, and the planet, reflects her ability to excel in every facet of life: family, love, business, community, and sustainability.

Working with her and the Nolé team has been both an honor and a deeply meaningful partnership.

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