The Challenge
Barilife, a leading brand in the bariatric supplement space, was investing heavily in paid acquisition across Meta and other channels. While traffic volumes were strong, a large portion of top-of-funnel and middle-of-funnel traffic was not converting efficiently.
Many users required multiple visits before purchasing, which extended the conversion cycle and increased customer acquisition costs. The team needed a way to warm colder audiences more effectively and convert them sooner.
How Funneled Helped
Instead of sending traffic to standard product pages, the team launched dedicated funnel pages aligned with specific ad angles and audience stages. These pages were designed to:
- Continue the story started in the ad
- Educate first-time visitors more effectively
- Address common objections earlier in the journey
- Reduce distractions and decision fatigue
This approach helped bridge the gap between awareness and purchase, particularly for colder audiences encountering the brand for the first time. Instead of landing on a generic product page, visitors arrived on a page that directly continued the message that captured their attention.
For a category that often requires explanation and trust-building, this structure helped move buyers toward a decision faster: ad, context, education, purchase.
The Results
After implementing Funneled pages, the Barilife team reported several meaningful improvements across their acquisition funnel:
- Faster conversion cycles as visitors moved from first click to purchase more quickly
- Improved MER across paid channels
- Lower CPAs compared to sending traffic directly to standard website pages
- Stronger performance from top-of-funnel and middle-of-funnel campaigns
By warming audiences more effectively earlier in the funnel, the team was able to convert a greater portion of their paid traffic without increasing spend.
