Section 1
Funnel Overview
The primary path sells the full-size Feel Great system ($235). The $24.99 trial only appears as a save mechanism — a last resort for visitors who would otherwise leave with $0.
Traffic
Sources
Sources
100%All visitors
Website /
Landing Page
Landing Page
3-5%Full-Size CVR
↓ Didn't buy
→
Full-Size
Purchase ($235)
Purchase ($235)
$235AOV
Subscribe
& Save
& Save
40%Subscribe rate
Save Branch — Trial as Last Resort
Visitor didn't buy full-size → Multiple save attempts (emails, retargeting, 14+ days) → Still no purchase → TRIAL DOWNSELL ($24.99) → Trial Companion emails → Full-Size Conversion → Subscription
Core principle: The trial exists to save customers you'd otherwise lose — not to replace full-size sales. Don't cannibalize $235 sales by leading with $24.99. The trial catches people who would otherwise leave with $0.
Target Metrics by Stage
| Stage | Metric | Target | Why It Matters |
|---|---|---|---|
| Full-size direct CVR | Conversion rate | 3-5% | Primary revenue driver — $235 per conversion |
| Trial save rate | % of non-converters saved | 5-10% | Customers who would have been $0 now contribute $24.99+ |
| Trial → full-size | Upgrade rate | 30% | Revenue multiplier — $235 per upgrade |
| Full-size → subscription | Subscribe rate | 40% | LTV jumps 5-8x with subscription |
| Blended ROAS | Return on ad spend | 3:1+ | Combined full-size + trial ad performance |
Section 2
Landing Page & Website Optimization
The full-size Feel Great system ($235) is the primary product across the site. The trial is not visible during normal browsing — it only appears via trigger-based save mechanisms for visitors who have already rejected the full-size offer.
Full-Size First
2A. Product Placement on shop2.unicity.com
The full-size Feel Great system is the hero product. The trial exists but is unlisted — accessible only via direct link.
What changed: The trial is no longer added to the products grid, best sellers, or site-wide banners. It lives on a dedicated page accessible only through save mechanism links (exit-intent popups, late-stage emails, Tier 2 triggers).
Feel Great Pack PDP
Full-Size CRO — Primary Product Page
Optimize the Feel Great Pack page ($235) with trust signals, 90-day guarantee emphasis, Subscribe & Save value prop, and social proof. This is the page that must convert. Add daily cost breakdown: "$7.83/day for a complete wellness routine."
High Impact
Trial Page (Unlisted)
Hidden Trial Landing Page
The trial product page exists at a direct URL but is not linked from main navigation, product grid, or category pages. Only accessible via save mechanism CTAs (exit-intent, late-stage email links, Tier 2 trigger buttons).
Save Mechanism
Removed placements: The trial is NOT added as the first product in the grid, NOT in the site-wide banner, and NOT in Best Sellers. These placements would cannibalize full-size sales by offering the cheaper option before the visitor has even considered the primary product.
Escalation Ladder
2B. Behavioral Triggers — Two-Tier System
Tier 1 triggers push the full-size product. Tier 2 triggers introduce the trial as a save — only after Tier 1 has fired and failed.
Tier 1 — Full Product Triggers (fire first):
| Trigger | Condition | Shows | Product |
|---|---|---|---|
| Engaged visitor | 60s+ on product page | 90-day guarantee callout, reviews carousel | Full-size ($235) |
| Return visitor | Came back within 7 days, no purchase | "Welcome back" + limited-time free shipping offer | Full-size ($235) |
| Subscription hesitation | Toggles sub/one-time 2+ times | Tooltip: "Cancel anytime, 90-day money-back guarantee" | Full-size subscription |
Tier 2 — Trial Save Triggers (fire only after Tier 1 fails):
| Trigger | Condition | Shows | Product |
|---|---|---|---|
| Price shock exit | Viewing Feel Great Pack ($235) + exit-intent | Slide-in: "Not ready? Try it for 10 days — $24.99" | Trial ($24.99) |
| Browse abandon (2nd+ visit) | Return visitor, viewed products 2+ times, still no cart | Bottom bar: "Not sure yet? Start with the 10-Day Trial" | Trial ($24.99) |
| Cart empty after browsing | 3+ min on product pages, added nothing | Floating CTA: "Start with 10 days — $24.99" | Trial ($24.99) |
Key rule: Tier 2 triggers only fire for visitors who have ALREADY been exposed to the full product and not converted. A first-time visitor should never see the trial offer.
Google compliance: No full-screen interstitials on mobile (Google penalizes these). Use bottom sheets, slide-ins, or small banners instead. Exit-intent modals are desktop-only. Frequency cap: show each trigger once per session, 7-day cookie before reshowing.
CRO Analysis
2C. Value Proposition Clarity
5-second test: Can a visitor understand what this is and why they should care?
Current issue: The landing page uses "Recommended by Clark Kent" as a trust signal — this needs to be replaced with real social proof from actual customers or the UTM-based referrer name system.
- Full-size value framing: "$7.83/day for a complete wellness routine" (cheaper than a smoothie)
- Subscribe & Save anchor: "Save 20% every month — $188/month instead of $235"
- Benefit-focused language: Lead with what the customer gets, not product features
- 90-day guarantee emphasis: "Try the full system risk-free — 90-day money-back guarantee"
A/B Test
2D. Headline Variants to Test
Three headline approaches — test sequentially, 1-2 weeks each, minimum 500 visitors per variant:
Variant A: Outcome-Focused
"Feel the Difference in 30 Days — Guaranteed"
Variant B: Value / Daily Cost
"Your Complete Morning Routine for $7.83/Day"
Variant C: Social Proof
"Join 5,000+ People Who Start Their Day with Feel Great"
Message match rule: Headlines should mirror the messaging from whatever traffic source sent the visitor. TikTok traffic sees TikTok-style language; Google traffic sees search-intent language.
CTAs
2E. CTA Hierarchy
- Primary CTA (above fold): "Start Feel Great" or "Get Your 30-Day Supply" — always drives to the full-size product ($235)
- Repeat CTA at 3 decision points: after benefits section, after testimonials, after FAQ — all full-size
- Secondary CTA (after scroll, on $235 page): "Not ready? Try it for 10 days first — $24.99" — appears below the fold only
- Lead magnet CTA: "Get the Free Morning Routine Guide" — captures email for Flow A nurture toward full-size
Critical rule: The trial CTA never appears above the fold on any page except the dedicated (unlisted) trial landing page. The primary CTA everywhere is the full-size Feel Great system.
Trust
2F. Trust Signals & Social Proof
- Testimonials: Attributed quotes with photos — "Sarah M., Austin TX" not "Happy Customer"
- Community size: "Join X people who start their day with Feel Great"
- 90-day money-back guarantee: Prominently displayed — reduces risk on the $235 commitment
- Expert endorsements: The Feel Great Pack page has 3 doctor testimonials — feature these prominently
- Star rating: If available, display aggregate product rating
- UTM-based referrer: Auto-detect referrer name from UTM for "Recommended by [Name]" personalization
FAQ
2G. Objection Handling
| Objection | Response |
|---|---|
| "$235 is a lot" | "That's $7.83/day for a complete wellness routine — less than a smoothie. Plus, 90-day money-back guarantee. If it's not for you, full refund." |
| "What if I don't like the taste?" | Flavor tips (ice + oat milk = "Feel Great Latte") + 90-day money-back guarantee |
| "Is this a subscription?" | No — one-time purchase is available. Subscribe & Save is optional (saves 20%). |
| "What's in it?" | Ingredient transparency: yerba mate (Unimate) + fiber blend (Balance). Link to supplement facts. |
| "Will this work for me?" | Lifestyle framing: "It's a morning routine, not a medicine." 90-day guarantee removes all risk. |
| "Can I try it first?" | "Yes! We have a 10-Day Trial for $24.99 if you'd like to start small." (Only surface this response when asked — never lead with it.) |
2H. Friction Reduction
- Minimize form fields: Email + shipping address only at checkout
- Mobile-first: 70%+ of traffic is mobile — thumb-friendly CTAs, no horizontal scroll
- Page speed: Target <2s Largest Contentful Paint (LCP)
- Remove navigation: On the trial landing page, hide the main site nav to prevent leakage
- Single-page checkout: Streamline checkout for both full-size and trial purchases
Two-Stage Exit Intent
2I. Exit-Intent Popup Design
Two different popups based on which page the visitor is leaving:
On Product / Pricing Pages
Not ready for the full system?
Try Feel Great for 10 days — just $24.99
Start My 10-Day Trial
No thanks, I'll think about it
Goal: Direct trial downsell — save the customer who balked at $235. Links to unlisted trial page.
On Blog / Content Pages
Still thinking?
Get our free guide: 10 Morning Routines for More Energy
Send Me the Guide
No thanks, I'm not interested
Goal: Capture email → enters Flow A nurture toward full-size purchase. Lead magnet, not discount.
Desktop trigger: Mouse leaves viewport. Mobile: Scroll-up after reading 50%+.
Frequency: Once per session, 7-day cookie. Benchmark: 3-10% conversion rate.
Compliance: Not full-screen on mobile. Max 400-600px wide. Clear X button. "No thanks" decline text visible.
2J. UTM Parameter Handling
- Preserve UTMs through checkout for end-to-end attribution
- Auto-detect referrer: Read
utm_contentorrefparameter to show "Recommended by [Name]" banner dynamically - Source-specific landing pages:
?utm_source=tiktokshows TikTok-style copy,?utm_source=googleshows search-intent copy - Track in email: Pass
utm_sourceas merge field so email copy can reference how the customer found you
Section 3
Email Sequences
Four flows: pre-purchase nurture (full-size first, trial save on last email), cart abandonment (full-size first, trial save on last email), trial companion, and post-purchase retention. The trial is never the primary offer in any sequence.
Flow A
Pre-Purchase Nurture: Email Subscriber → Full-Size Purchase
Trigger: Email captured via exit-intent popup or lead magnet (no purchase yet)
Goal: Convert to full-size purchase
Target: 10-15% conversion rate
Length: 5 emails over 14 days
Timing: Immediate → Day 2 → Day 5 → Day 9 → Day 14
Exit: Customer purchases, or 14 days elapse
Trial mention: Email 5 only (save mechanism)
Flow A · Email 1 · Immediate
Lead Magnet Delivery + Intro to Feel Great System
Subject: [Name], your morning routine guide is inside
Preview: 10 simple routines for more energy — plus the system thousands swear by
Preview: 10 simple routines for more energy — plus the system thousands swear by
Hey [Name],
Your guide is ready — here's the download link.
Inside you'll find 10 morning routines that people with more energy swear by. Some involve products, most don't. The one thing they all have in common: consistency.
Speaking of routines — the one that 5,000+ people have added to their mornings is called Feel Great. It's a simple two-product system (Unimate + Balance) that takes 60 seconds to make.
We'll tell you more about it over the next few days. For now, enjoy the guide.
Download Your Guide
Length: 150-300 words · Primary CTA: Download guide · Secondary: Text link to "Explore Feel Great" (full-size PDP)
Flow A · Email 2 · Day 2
Social Proof for the Full-Size System
Subject: Why 5,000+ people start their morning this way
Preview: It's not what you think
Preview: It's not what you think
Most people don't start Feel Great because of a health goal.
They start because they're tired of the same coffee-crash-repeat cycle and want to see if there's something better.
Here's what three Feel Great users said:
"I was skeptical, but by Day 4 I actually looked forward to making it." — Sarah M.
"My husband stole half my packets. Now he has his own." — Lisa T.
"I didn't expect to like the taste. I was wrong." — James R.
The full system is $7.83/day — less than a daily coffee shop run. And it comes with a 90-day money-back guarantee, so there's zero risk.
See the Full System — $235
Flow A · Email 3 · Day 5
Product Education — The Full System Value
Subject: How to make the perfect morning drink in 60 seconds
Preview: One packet, 8 oz of water, 10 seconds of stirring
Preview: One packet, 8 oz of water, 10 seconds of stirring
The Feel Great system is two products that work together:
Unimate — made from yerba mate, a plant used in South America for centuries. Unlike coffee, it doesn't spike and crash. Mix one packet with 8-12 oz water first thing in the morning.
Balance — a fiber blend you take 10-15 minutes before your biggest meal. It supports healthy digestion and keeps you feeling full longer.
Pro tip: Try Unimate over ice with a splash of oat milk. The community calls it the "Feel Great Latte."
The full system is a 30-day supply of both — and it comes with a 90-day guarantee. If it's not for you, full refund.
Get Your 30-Day Supply
Flow A · Email 4 · Day 9
Testimonial Spotlight + Subscribe & Save Pitch
Subject: She was skeptical too — here's what happened
Preview: Maria committed to the full system — here's her story
Preview: Maria committed to the full system — here's her story
[Name],
I wanted to share Maria's story because she sounded a lot like you might be feeling right now.
"I read about Feel Great and thought it sounded too good to be true. I decided to just go for it — 90-day guarantee, so what did I have to lose? By Week 2, making Unimate was just part of my morning. I didn't overthink it. I just kept going."
Maria's been on Subscribe & Save for 4 months now — saving 20% every month.
The full system:
30-day supply of Unimate + Balance = $235
Subscribe & Save = $188/month (20% off, cancel anytime)
90-day money-back guarantee on everything
Start Feel Great — 90-Day Guarantee
Flow A · Email 5 · Day 14 · SAVE EMAIL
Still Thinking? Trial Downsell for Non-Converters
Subject: Still thinking about it, [Name]?
Preview: Not ready for the full system? There's a smaller way to start.
Preview: Not ready for the full system? There's a smaller way to start.
Hey [Name],
This is my last email about Feel Great — I don't want to be that person.
I get it — $235 is a real commitment, even with a 90-day guarantee. Some people want to feel it before they invest.
That's why we created the 10-Day Trial. It's $24.99 and includes everything you need to try the full routine for 10 days — same Unimate, same Balance, just a smaller supply.
Think of it as dipping your toe in. If you love it (most people do), upgrading to the full system is easy.
If not — no hard feelings. You've still got the morning routine guide, and that's a great place to start.
Try It for 10 Days — $24.99
This is the ONLY email in Flow A that mentions the trial. It's positioned as "we'd rather you try it than leave with nothing" — a save mechanism, not the primary offer. Emails 1-4 sell the full-size system exclusively.
Cart Abandon
Cart Abandonment Sequence: Recover Full-Size Sales
Trigger: Added full-size product to cart, didn't complete checkout
Goal: Recover 10-15% of abandoned carts
Length: 3 emails over 72 hours
Timing: 1 hour → 24 hours → 72 hours
Exit: Customer purchases, or 7 days elapse
Trial mention: Email 3 only (save mechanism)
Cart Abandon · Email 1 · 1 Hour
You Left Something in Your Cart
Subject: You left something in your cart
Preview: Your Feel Great system is waiting
Preview: Your Feel Great system is waiting
Hey [Name],
Looks like you were checking out the Feel Great system but didn't finish your order.
Your cart still has:
Feel Great Pack — 30-day supply of Unimate + Balance
Quick reminder: every order comes with a 90-day money-back guarantee. If you don't love it, full refund — no questions asked.
Complete Your Order
Straightforward reminder. Product image, cart contents, "Complete Your Order" CTA. Full-size only.
Cart Abandon · Email 2 · 24 Hours
Social Proof + 90-Day Guarantee Reminder
Subject: Still available — plus what others are saying
Preview: Your Feel Great system is still in your cart
Preview: Your Feel Great system is still in your cart
[Name],
Your Feel Great system is still waiting. Here's what recent buyers said:
"I almost didn't order. So glad I did — this is the first thing I've stuck with." — Sarah M.
"The 90-day guarantee made it a no-brainer. Turns out I didn't need it." — James R.
Remember:
90-day money-back guarantee
$7.83/day for a complete routine
Subscribe & Save available (20% off monthly)
Complete Your Order
Cart Abandon · Email 3 · 72 Hours · SAVE EMAIL
Not Ready? Start with the Trial
Subject: Not ready for the full system? We get it.
Preview: Start smaller — the 10-Day Trial is $24.99
Preview: Start smaller — the 10-Day Trial is $24.99
[Name],
Your cart is still here, but I understand — $235 is a commitment.
If you're not ready for the full system, there's another way to start:
The 10-Day Trial — $24.99
Same Unimate, same Balance, same routine. Just 10 days instead of 30.
We'd rather you try it than walk away wondering. Most trial users end up ordering the full system anyway.
Start with the 10-Day Trial — $24.99
Or complete your original order ($235)
This is the ONLY cart abandon email that mentions the trial. Positioned as "we'd rather you try it than leave with nothing." Full-size link still available as secondary CTA.
Flow B
10-Day Trial Companion: Daily Emails
Trigger: Trial purchase confirmed · You chose to start small — here's how to get the most out of your 10 days.
Goal: Maximize trial completion + convert to full-size
Target: 30% upgrade to full-size
Length: 12 emails over 14 days
Timing: Daily for Days 0-10, then Day 12 and Day 14
Exit: Customer purchases full-size, or 21 days elapse
Format: 50-125 words, one CTA, mobile-first
Reframe: "You chose to start small — smart move. Here's how to get the most out of your 10 days so you can decide if the full system is right for you."
Flow B · Day 0 · Immediately After Purchase
Welcome + What to Expect
Subject: Your 10-Day Trial is on its way
Preview: Here's exactly what to do when it arrives
Preview: Here's exactly what to do when it arrives
Hey [Name]!
Smart move starting with the trial — this is exactly how thousands of Feel Great users began.
Your trial kit is shipping now. Here's what's inside:
Unimate (10 packets) — your morning drink
Balance (10 packets) — before your biggest meal
When it arrives:
1. Pick a start day (tomorrow morning is perfect)
2. Mix one Unimate packet with 8-12 oz water
3. Drink it first thing, before breakfast
That's Day 1. I'll email you each morning with tips, recipes, and check-ins to keep you on track.
See you on Day 1!
Flow B · Day 1
Your First Morning
Subject: Day 1 — let's do this
Preview: Your first Unimate morning
Preview: Your first Unimate morning
Good morning, [Name]!
It's Day 1. Here's your routine:
Morning: Mix 1 Unimate packet with water. Hot or cold — your call.
Before your biggest meal: Mix 1 Balance packet with water. Drink it 10-15 min before eating.
What to notice today: the taste. Some people love it immediately. Some add ice and oat milk. Both are right.
Don't overthink it — just start. You have 9 more days to perfect it.
Flow B · Day 2
Unimate Deep Dive — The Yerba Mate Story
Subject: What makes Unimate different from coffee
Preview: Hint: it's been around for centuries
Preview: Hint: it's been around for centuries
Unimate is made from yerba mate — a plant used in South America for over 500 years.
What makes it different: it contains chlorogenic acids and naturally occurring compounds that support focus and sustained energy. No jitters. No crash.
Fun fact: Unicity's yerba mate is specially processed to concentrate these compounds — it's not the same as the mate tea you'd find at a grocery store.
Keep it going — Day 2 down!
Flow B · Day 3
Check-In — How's It Going?
Subject: Quick check-in — how's Day 3?
Preview: Hit reply and let me know
Preview: Hit reply and let me know
[Name],
Three days in. How are you feeling about the routine?
Loving it?
Still figuring out the taste?
Forgot a day? (Happens — just pick back up tomorrow)
Hit reply and tell me. I read every response.
No CTA today. Just checking in.
No CTA button — reply-optimized engagement email. Replies build sender reputation and improve deliverability.
Flow B · Day 4
Balance Education — Timing & Prep
Subject: The trick to getting the most from Balance
Preview: Timing is everything
Preview: Timing is everything
The key to Balance: timing.
Drink it 10-15 minutes BEFORE your biggest meal. Not during, not after — before.
Why? Balance is packed with fiber and plant-based nutrients. Taking it before eating gives it time to work.
Most people pick lunch or dinner — whichever is their biggest meal. Pick one and stick with it.
Lunch person? Take it at 11:45.
Dinner person? Take it at 6:45.
Same time, every day. That's how habits stick.
Flow B · Day 5
Halfway Celebration + Community Proof
Subject: You're halfway there!
Preview: 5 days down — here's what other trial users say at this point
Preview: 5 days down — here's what other trial users say at this point
Day 5 — you're halfway through your trial!
Here's what other trial users typically say at this point:
"It's becoming automatic — I don't even think about it anymore." — Recent trial user
"I actually look forward to making Unimate in the morning." — Another trial user
The fact that you're still here on Day 5 says a lot. Most people who make it this far end up ordering the full system.
But that's a Day 10 conversation. For now — keep going!
Flow B · Day 6
Recipe Variations
Subject: 3 ways to mix Unimate you haven't tried
Preview: The "Feel Great Latte" is a community favorite
Preview: The "Feel Great Latte" is a community favorite
Keeping it interesting:
1. The Feel Great Latte — Unimate over ice + splash of oat milk
2. Hot & smooth — Unimate in hot water, sip like tea
3. The power blend — Unimate + 4 oz cold water, shake hard, shoot it
Community favorite? The latte. It's not even close.
For Balance: try mixing it with cold water and ice. Some people add a squeeze of lemon.
Find your version and own it.
Flow B · Day 7
One-Week Recap
Subject: One week in — here's what you've built
Preview: 7 days of consistency is no small thing
Preview: 7 days of consistency is no small thing
[Name],
7 days. You've taken Unimate 7 mornings and Balance before 7 meals.
That's not a trial anymore — that's a routine.
Most people notice a difference by now. Not a dramatic transformation — just a shift. The morning feels more intentional. The routine feels natural.
3 more days to go. You've got this.
Flow B · Day 8
FAQ — Common Questions from Trial Users
Subject: Questions you probably have by Day 8
Preview: Can I take it with food? What if I miss a day?
Preview: Can I take it with food? What if I miss a day?
By Day 8, most people have a few questions:
Q: Can I take Unimate with breakfast?
A: Best on an empty stomach, but with breakfast is fine too.
Q: What if I missed a day?
A: Just pick back up. No need to "make up" a day.
Q: Can I take two Unimate packets?
A: Yes — some people double up on busy mornings.
Q: Is the full-size system different from the trial?
A: Same products, just a 30-day supply instead of 10.
2 more days!
Flow B · Day 9
Tomorrow Is Day 10 — Anticipation + Preview
Subject: Tomorrow is Day 10
Preview: You've almost completed the full trial
Preview: You've almost completed the full trial
[Name],
One more day. Tomorrow you'll have completed all 10 days.
Here's what happens next (if you want it to):
The full-size Feel Great system is a 30-day supply of both Unimate and Balance. Same products you've been using — just enough for a full month.
Tomorrow I'll share a special offer for trial completers. You've earned it.
For now — enjoy Day 9. You're almost there.
Flow B · Day 10 · Conversion Email
Congratulations + Full-Size Offer — Push Hard
Subject: You did it! Here's your reward.
Preview: 15% off the full-size system — trial completers only
Preview: 15% off the full-size system — trial completers only
[Name], you made it!
10 days. Every morning. You built a real routine.
Now the question: keep it going?
The full-size Feel Great system:
30-day supply of Unimate + Balance
Same products, same routine, no interruption
As a trial completer, you get:
15% OFF your first full-size order
(or 20% off with Subscribe & Save — auto-delivered monthly, cancel anytime)
Use code TRIAL15 at checkout.
This offer is valid for 7 days. Don't let a gap break your streak.
Order Full-Size — 15% Off
This is THE email. The entire trial exists to reach this moment. Push the full-size conversion hard — discount, urgency, momentum framing.
Flow B · Day 14 · Non-Converter Follow-Up
Social Proof + Discount Reminder
Subject: Still have your routine? Your discount expires soon.
Preview: Trial completers who didn't order yet — last chance for 15% off
Preview: Trial completers who didn't order yet — last chance for 15% off
[Name],
It's been 4 days since your trial ended. Quick check-in:
68% of trial completers order the full system. Most say the same thing: "I missed it the morning I didn't have it."
Your 15% discount (code: TRIAL15) expires in 3 days. After that, it's full price.
No pressure — but if you're going to order, now's the time.
Use TRIAL15 Before It Expires
Flow C
Post-Purchase & Win-Back
Two tracks: Full-Size → Subscriber (4 emails, 30 days) and Trial Lapsed → Recovery (3 emails, 15 days)
Post-Purchase Track
Trigger: Full-size purchase confirmed
Goal: 40% subscribe rate
Length: 4 emails over 30 days
Exit: Customer subscribes, or 30 days elapse
Win-Back Track
Trigger: 60 days since trial, no full-size order
Goal: Win back 10% of lapsed users
Length: 3 emails over 15 days
Exit: Customer purchases, or unsubscribes
Flow C · Post-Purchase · Day 1
Order Confirmation + Subscription Pitch
Subject: Your full-size order is confirmed
Preview: Plus: never run out with Subscribe & Save
Preview: Plus: never run out with Subscribe & Save
Your full-size Feel Great system is on its way!
Quick thought: you just invested in a 30-day supply. In about 25 days, you'll be running low.
Subscribe & Save locks in 20% off every month — and it auto-ships so you never have a gap in your routine.
20% off every order (saves you ~$47/month)
Auto-delivered — cancel or pause anytime
Never miss a morning
Set Up Subscribe & Save
Or wait — no rush. I'll remind you before you run out.
Flow C · Post-Purchase · Day 14
How's the Full-Size?
Subject: Two weeks with the full system — how's it going?
Preview: Subscribe & Save reminder (20% off every month)
Preview: Subscribe & Save reminder (20% off every month)
[Name],
You're two weeks into your full-size supply. By now the routine should feel second nature.
Reminder: Subscribe & Save is still available at 20% off. That's $47/month in savings — $564/year.
Most people set it up around this point so they don't have to think about reordering.
Start Subscribe & Save — 20% Off
Flow C · Post-Purchase · Day 25
Running Low?
Subject: You're probably running low
Preview: Reorder now so you don't miss a day
Preview: Reorder now so you don't miss a day
[Name],
If you've been consistent, you have about 5 days of Unimate and Balance left.
Don't let a gap break your streak. Two options:
1. Reorder now (one-time) → [link]
2. Subscribe & Save (20% off every month, cancel anytime) → [link]
The math on Subscribe & Save:
Monthly savings: ~$47
Annual savings: ~$564
Peace of mind: priceless (sorry, had to)
Reorder Before You Run Out
Flow C · Post-Purchase · Day 30
Subscription Push — Never Run Out
Subject: The case for Subscribe & Save (in one number)
Preview: $564/year saved
Preview: $564/year saved
[Name],
One number: $564.
That's how much you save per year with Subscribe & Save vs. one-time orders.
Here's the breakdown:
Full price: $235/month = $2,820/year
Subscribe & Save: $188/month = $2,256/year
You save: $564/year
Plus: auto-delivery means you never run out. Cancel or pause anytime — no commitment.
This is my last email about Subscribe & Save. After this, I'll only reach out with recipes, tips, and community updates.
Lock In 20% Off Every Month
Flow C · Win-Back · Day 60 After Trial
Check-In — Genuine Concern Tone
Subject: Hey [Name] — it's been a while
Preview: Just checking in
Preview: Just checking in
[Name],
It's been about 2 months since your 10-day trial. I wanted to check in — no pitch, just genuine curiosity.
Did the routine stick? Did life get in the way? Did you just not love it?
Whatever the answer, I'd love to hear it. Just hit reply.
If you've been thinking about trying again, the full-size system is always available at [link]. But honestly, I'd rather just hear how you're doing.
Talk soon.
No discount, no CTA button. This is a relationship email. Replies are the goal.
Flow C · Win-Back · Day 67
Value Reminder — Testimonial from a Restarter
Subject: She stopped for 3 months, then came back
Preview: What made her restart
Preview: What made her restart
[Name],
Quick story about someone in our community:
"I did the trial, loved it, but didn't order the full system. Life happened. Three months later I was back to my old morning routine — rushing, grabbing whatever, feeling foggy by 10 AM. I finally ordered the full system and wondered why I waited so long."
If you've been thinking about it — even a little — that's probably a sign.
Order the Full-Size System
Flow C · Win-Back · Day 75 · Final
Last Chance — Discount + Trial Re-Purchase Option
Subject: Last note + a thank-you offer
Preview: 20% off the full system — or grab another trial
Preview: 20% off the full system — or grab another trial
[Name],
This is my last email about the Feel Great system. After this, you'll only hear from me about recipes and community updates — no more product emails.
But before I go — two options:
1. The full-size system at 20% off (code: COMEBACK20, valid 7 days)
2. Want to try again without committing? Grab another 10-Day Trial for $24.99
If it's not for you, that's completely okay. Thanks for giving it a shot.
Use COMEBACK20 — 20% Off Full-Size
Re-Try the 10-Day Trial
After this email: Move non-responders to a low-frequency newsletter list. Do not continue sending product emails — clean list hygiene protects deliverability. Trial re-purchase is a save mechanism: better to recapture $24.99 than $0.
Section 4
Retargeting Ad Strategy
Time-based escalation: full-size product ads first, trial save ads only after fatigue (15-30 days). 70% budget to Phase 1 (full-size, higher AOV), 30% to Phase 2 (trial save, lower AOV but saves the customer).
Audience Segments & Phased Retargeting Windows
| Segment | Who | Phase 1 (Full-Size) | Phase 2 (Trial Save) | Platform |
|---|---|---|---|---|
| 1. Page visitors | Visited site, didn't buy | Days 1-14 | Days 15-30 | Meta + Google Display |
| 2. Cart abandoners | Added to cart, didn't complete | Days 1-3 | Days 4-7 | Meta + Google Display |
| 3. Email subs | Gave email, no purchase | Days 1-14 | Days 15-30 | Meta Custom Audience |
| 4. Trial completers | Finished trial, didn't upgrade | Full-size only (7-30 days) | Meta + Google Display | |
| 5. Lapsed buyers | Bought full-size once, no reorder | Full-size / subscription only (30-90 days) | Meta Custom Audience | |
Critical
Exclusion Rules
- Segments 1-3: Exclude anyone who purchased (trial or full-size)
- Segment 4: Exclude anyone who purchased full-size
- Segment 5: Exclude active subscribers
- All segments: Exclude bounced visitors (<10 seconds on page)
Without exclusion rules, you'll waste budget showing ads to existing customers and annoy people who already converted.
Segment 1
Ad Copy: Page Visitors (No Purchase)
Phase 1 — Full-Size Ads (Days 1-14):
Phase 1 — Full-Size
Your morning routine, upgraded.
"By Day 4, I actually looked forward to making it." Join thousands who start their day with Feel Great. 30-day supply, 90-day guarantee.
Angle: Social Proof / Outcome
Phase 1 — Full-Size
$7.83/day for a complete wellness routine.
Feel Great is a simple two-product system — Unimate for mornings, Balance before meals. 30-day supply with a 90-day money-back guarantee. Subscribe & Save for 20% off.
Angle: Value / Daily Cost / Guarantee
Phase 2 — Trial Save Ads (Days 15-30):
Phase 2 — Save Mechanism
Still curious? Try it for 10 days.
Not ready for the full system? The 10-Day Trial is $24.99 — less than 3 coffees. Try the morning routine thousands swear by.
Angle: Low Commitment / Curiosity
Google Display
Phase 2 — Save Mechanism
Try Before You Commit — $24.99
The 10-Day Trial includes everything you need. Same products, smaller supply. No subscription required.
Angle: Try Before Commit / No Risk
Segment 2
Ad Copy: Cart Abandoners
Phase 1 — Complete Your Order (Days 1-3):
Phase 1 — Full-Size
You left something behind
Your Feel Great system is still in your cart. Complete your order — 90-day money-back guarantee, free shipping.
Angle: Urgency / Reminder
Phase 1 — Full-Size
Ready to start your routine?
You were so close. The Feel Great system is waiting — 30-day supply, 90-day guarantee. Pick up where you left off.
Angle: Low Risk / Continuity
Phase 2 — Trial Save (Days 4-7):
Phase 2 — Save Mechanism
Not ready for the full system? Start small.
The 10-Day Trial is $24.99 — try the routine without the full commitment. Most trial users end up ordering the full system anyway.
Angle: Downsell / Low Barrier
Segment 3
Ad Copy: Email Subscribers (No Purchase)
Phase 1 — Full-Size Ads (Days 1-14), matching email nurture:
Phase 1 — Full-Size
The morning routine you've been reading about.
5,000+ people start their day with Feel Great. 30-day supply, 90-day guarantee, Subscribe & Save for 20% off. See why it works.
Angle: Reinforcing Email Nurture Content
Phase 2 — Trial Save (Days 15-30), last save attempt:
Phase 2 — Save Mechanism
Try it for 10 days — $24.99
Still on the fence? Start small with the 10-Day Trial. Same products, same routine — just a smaller supply to see if it's right for you.
Angle: Low Commitment / Last Chance
Segment 4
Ad Copy: Trial Completers (No Full-Size)
Full-Size Only
Miss your morning Unimate?
You finished the trial. Don't let the routine fade. The full-size system is a 30-day supply — keep the momentum going.
Angle: Loss Aversion / Routine
Full-Size Only
Trial completers save 15%
You earned it — 15% off the full-size Feel Great system. Use code TRIAL15. Valid for 7 days.
Angle: Exclusive Offer / Urgency
Segment 5
Ad Copy: Lapsed Full-Size Buyers
Full-Size Only
We miss you (so does your morning routine)
It's been a while since your last order. Subscribe & Save and never run out again — 20% off every month, cancel anytime.
Angle: Win-Back / Subscription Value
Ad compliance guardrails (all segments):
- No health claims, no disease mentions, no before/after
- No weight loss claims, no "clinically proven," no disease references
- Focus on: routine, lifestyle, taste, convenience, price, social proof
- Same risky words list as TikTok compliance applies to all ad copy
Budget Allocation
- 70% to Phase 1 — full-size ads (higher AOV, primary revenue driver)
- 30% to Phase 2 — trial save ads (lower AOV, but saves customers who'd otherwise be $0)
- Start with manual or cost caps, switch to automated bidding after 50+ conversions
- Test creative for 7-14 days before scaling winners
- Phase 2 activates automatically as audiences age out of Phase 1 windows
Platform Setup Checklist
Meta Pixel Events
- PageView
- ViewContent (product page)
- AddToCart
- InitiateCheckout
- Purchase
- Subscribe (custom event)
Google Ads
- Remarketing lists from GA4 events
- Enhanced conversions enabled
- Customer match lists uploaded
Both Platforms
- UTM parameters on all ad URLs
- Attribution: 7-day click, 1-day view
- Test conversion tracking with real purchase before launch
- Landing page loads <3s, mobile-friendly
Section 5
Measurement Dashboard
KPIs for every funnel stage — full-size direct CVR is the primary metric. Trial save metrics track how many otherwise-lost customers are recovered.
KPI Table by Funnel Stage
| Metric | Target | Source | If Below Target |
|---|---|---|---|
| Full-size direct CVR | 3-5% | GA4 / Shopify | Primary metric — test headlines, CTAs, trust signals, guarantee placement |
| Trial save rate | 5-10% | Save trigger analytics | % of non-converters who buy trial via save mechanisms (exit-intent, Tier 2 triggers, last emails) |
| Revenue protected | Track $ | CRM + trigger data | Estimated $ from trial saves — customers who would have been $0 |
| Trial → full-size upgrade rate | 30% | CRM / order data | Improve Day 10 email, test discount amount |
| Email capture rate (exit-intent) | 3-10% | Popup tool analytics | Test copy, offer, trigger timing |
| Email open rate (Flow B) | 45%+ | ESP (Klaviyo/Mailchimp) | Test subject lines, send time, from name |
| Email click rate (Flow B) | 8-12% | ESP | Test CTA copy, placement, email length |
| Cart abandonment recovery rate | 10-15% | ESP + Shopify | Test email timing, copy, trial save on Email 3 |
| Full-size → subscription | 40% | Subscription platform | Stronger savings messaging, test timing of ask |
| Blended ROAS (all ads) | 3:1+ | Meta / Google Ads | Combined full-size + trial ad performance across phases |
| Phase 1 ROAS (full-size ads) | 3:1+ | Meta / Google Ads | Refresh creative, narrow audience, check frequency |
| Phase 2 ROAS (trial save ads) | 2:1+ | Meta / Google Ads | Expected lower — save audiences convert slower but protect revenue |
| Win-back recovery rate | 10% | ESP + CRM | Test deeper discount, testimonial content, trial re-purchase option |
| CAC (full-size direct) | <$50 | Ad spend / purchases | Acceptable given $235 AOV + LTV potential |
| CAC (trial via save) | <$15 | Phase 2 ad spend / trial purchases | Optimize targeting, these are save customers not primary revenue |
LTV Calculation
Direct full-size path (primary):
- Full-size (1x): $235
- Average reorders: 2-3
- Estimated LTV: $470-700
- Subscriber LTV: $1,500-2,250
Trial save path (secondary):
- Trial: $24.99
- 30% upgrade to full-size: $235
- Estimated LTV: $260-700
- Better than $0 (which is what they would have spent without the save)
Section 6
Implementation Timeline
Phased 6-week rollout — full-size CRO first, trial save mechanisms layered in later. Each phase builds on the last.
Week 1
Full-Size Product Page CRO
Optimize the Feel Great Pack page on shop2.unicity.com: trust signals, 90-day guarantee emphasis, Subscribe & Save value prop, daily cost breakdown ($7.83/day), testimonials, expert endorsements. This is the primary conversion page — get it right first.
Week 2
Cart Abandon Emails + Exit-Intent Popup
Set up the 3-email cart abandonment sequence (full-size on emails 1-2, trial save on email 3). Deploy two-stage exit-intent popup: trial downsell on product/pricing pages, lead magnet on blog/content pages. Create unlisted trial product page (accessible via direct link only).
Week 3
Email Flow A + Retargeting Pixel Setup
Set up Flow A pre-purchase nurture (5 emails: 4 full-size + 1 trial save on Day 14). Install Meta Pixel and Google Ads remarketing tag. Configure conversion events. Create audience segments 1-5 and let them populate (7-14 days of data).
Week 4
Launch Retargeting Phase 1 (Full-Size Ads)
Launch Phase 1 retargeting for segments 1-3: full-size system ads with social proof, 90-day guarantee, Subscribe & Save value. Start with manual bidding. Test 2-3 ad creatives per segment. Monitor frequency caps daily.
Week 5
Activate Phase 2 (Trial Save Ads) + Flow B & C
Activate Phase 2 trial save ads for aged audiences (segments 1-3 past Phase 1 window). Set up Flow B trial companion emails and Flow C post-purchase/win-back. Deploy Tier 2 website triggers (price shock exit, browse abandon, cart empty).
Week 6
Review, Optimize, Measure
Review all data: full-size direct CVR (primary), trial save rate, blended ROAS, cart recovery rate, trial-to-full-size upgrade rate. Kill underperforming ads. Scale winners. A/B test headline variants. Optimize email send times.
Priority order if resources are limited: (1) Full-size product page CRO on shop2.unicity.com, (2) Cart abandonment email sequence, (3) Exit-intent popup (trial downsell on product pages), (4) Flow A pre-purchase nurture, (5) Retargeting pixels + Phase 1 ads, (6) Everything else. Full-size CRO has the highest impact per hour of effort.