Direct-to-Consumer NutritionSourced
Case Study: Huel increased new customer conversions over 30% with Heap
Huel Case StudySourced & dated by Case Study Desk
Key results
The challenge
Huel, a direct-to-consumer nutrition brand selling in over a hundred countries, wanted to improve conversion and reduce subscription cancellations across markets. The team needed to understand why customers behaved differently in different regions.
The solution
Huel used Heap funnels, session replay, and heatmaps alongside its Shopify data to analyze the customer journey and account area, then adapted its product merchandising strategy by market.
“Heap has definitely fit into our culture. We've always all been about data. Heap was the missing piece of the puzzle.”
MTMario TarantinoSenior eCommerce Manager, Huel
The results, in context
After adapting its merchandising strategy with Heap insights, Huel achieved over a 30% increase in new customer conversions in some markets and about a 15% weekly decrease in cancellations.
Products used
Heap FunnelsHeap Session ReplayHeap Heatmaps