ARMRA commercialized colostrum, a nutrient-dense first milk produced after birth. Their formulation carries more than 400 bioactive nutrients, preserved by proprietary cold-chain processing. ARMRA sells one category through many different reasons to buy: gut health, hair, GLP-1 support, and everyday energy. As ARMRA scaled paid acquisition, the opportunity was to give each of those intents a shopping journey built around the reason that brought them there.
With Jurni, ARMRA turned those different reasons to buy into live experiments, learned which ones actually resonated, and used performance data to decide where to go deeper. Instead of treating each campaign as a standalone execution, the team built a tight loop between audience insight, experimentation, and the next investment. The result: ARMRA’s landing pages got a 230% CVR uplift.
"Working with the Jurni team has been an absolute pleasure. Their AI-powered platform has completely transformed how we build and launch customized landing pages at speed and scale. It's become a core part of how we grow."
Melanie Edwards, VP of E-commerce
ARMRA
The challenge
ARMRA’s paid media was already built around shoppers, not products. The team was running ads for distinct personas and needs, from gut health to hair to healthy aging, and tracking each one by the shopper it was meant to reach. The landing page experience hadn’t caught up. Each new page meant developer time, and in health and wellness, every claim also has to pass compliance review. Ads could launch in days. Pages took much longer.
ARMRA saw what that gap was costing. A shopper who clicks on a hair ad and lands on a general page has to work to find the reason she clicked. Swapping copy inside an existing template wouldn’t solve it. ARMRA wanted each intent to have its own experience, built as fast as the ads behind it. It also wanted every experience measured on the same terms, so the results would show where to invest next.
The goal:
Give each persona its own experience on armra.com, compare them on the same terms, and invest in the ones shoppers respond to.
The experiences that drove performance
ARMRA generated experiences for a wide range of shoppers, from busy moms to men dealing with bloating to women focused on hair growth. Jurni measured every one on the same terms, and the pattern was hard to miss: the more precisely an experience matched a specific shopper and a specific need, the better it converted.
Persona page: Men’s Bloating
ARMRA already had a bloating experience aimed at a general audience. The team built a second version for one specific shopper: men who had tried everything and were still dealing with bloating. The page opens by naming what he’s already tried (the probiotics, the cleanses, the supplement stack). It reframes the problem around gut health instead of food. Then it walks through what the first 30 days actually look like.
Compared with the general bloating experience, the men’s version drove roughly 3.5x higher CTR, 4x higher add-to-cart rate, and 3x higher CVR.
Why it works:
A shopper who has already tried several fixes arrives skeptical. Acknowledging what didn’t work earns his attention. Setting honest expectations for the first month makes trying one more product feel lower-risk. The need was the same as on the general page; what changed was how directly the page spoke to the person who had it.
Persona listicle: Women's Hair
ARMRA used a listicle to build an experience around a single shopper need: hair health. Instead of presenting colostrum through a broad set of benefits, the experience gave women interested in hair growth a focused sequence of reasons to believe. Compared with a more general listicle, the Women’s Hair experience drove a 6.6x higher CTR, a 9x higher add-to-cart rate, and nearly 6x higher CVR.
Why it works:
Listicles are well suited to need-led shoppers because they let the brand build conviction progressively. Each section can answer a different question or objection while keeping the entire experience anchored to one reason to buy.
Experiment: adding the XL Jar to the Women's Hair experience
With the winning persona identified, ARMRA moved from testing who buys to testing how they buy. The team split traffic on the Women's Hair experience between the existing buy box and a version that also offered the XL Jar, a premium size sold without a discount.
The XL version lifted average order value 24% and revenue per session 31%, while conversion held steady.
Why it works:
Once an experience converts reliably, the next gain is in what each order is worth. A premium option offered to shoppers who are already convinced raises order value without asking more of them. For ARMRA, the performance data became the starting point for the next experiment. Once the team knew which shopper intent deserved more investment, it could go deeper on how those shoppers bought.
Looking forward
ARMRA now has a scoreboard for every persona: which shoppers convert, what each visit is worth, and which ads bring them in. Because its ads are already organized by persona and destination, ad performance and page performance can be read side by side.
The next step is using that loop to choose the next persona. Jurni’s Opportunities engine is built for exactly this. It reads persona performance, ad data and shopper behavior, then recommends which need to build for next. Instead of starting with a guess, ARMRA can start with the shoppers who have already shown they’re ready to buy.
