Bonafide Health
Avex Powers Bonafide Health’s eCommerce Growth with Strategic Experimentation and CRO Strategy
Services
- CRO Strategy & Setup
- Analytics & Data
- KPI Planning
- Multivariate Testing
- SaaS Recommendations
- Personalization
The Challenge
Bonafide, a women’s health brand focused on science-backed solutions for hormonal balance, partnered with Avex to improve CRO performance and overall revenue while maintaining subscription retention. With a small product catalog and distinct wellness solutions, traditional product recommendation strategies were difficult to implement. Each product served a specific purpose, limiting cross-sell opportunities and requiring creative, highly tailored testing strategies.
Layered on top of that was a complex subscription model, with tiered discounts and varied pricing across products and shipment frequencies. Testing buy box experiences, cart flows, and subscription offers demanded precision to ensure pricing accuracy and data integrity.
Tech Integrations
- Visually
- Dynamic Yield, Previously
- Hotjar
- Shopify
The Approach
Avex reimagined Bonafide’s CRO strategy through a lens of experimentation and innovation. Every test was driven by insight and each iteration refined how “she” shops, subscribes, and stays loyal.
By studying user data, heatmaps, and engagement patterns, Avex built a structured yet flexible testing program that prioritized meaningful change over surface-level wins. Dynamic Yield’s personalization features allowed Avex to craft tailored recommendations and dynamic on-site experiences that connected directly with Bonafide’s audience.
As the brand’s needs evolved, Avex guided Bonafide through a seamless transition to Visually, enabling faster testing and greater flexibility while preserving the brand’s high standards for experimentation. Together, we refined key conversion moments such as subscription flows, pricing visibility, and retention offers, resulting in a more intuitive, data-informed experience that continues to drive measurable growth.
Custom Product Recommendations
Avex set out to transform how Bonafide approached product discovery by implementing Dynamic Yield’s “Bring Your Own Logic” algorithm. This feature allows brands to build tailored product relationships rather than relying on automated or popularity-based recommendations. For Bonafide, a brand with a small and highly specialized catalog, this was a game-changing opportunity to serve shoppers with more intentional and relevant suggestions.
Behind the scenes, this initiative demanded extensive technical problem-solving. Integrating BYOL within Shopify required overcoming complex data limitations and architecture challenges. Avex collaborated closely with Bonafide to develop a reliable solution that allowed BYOL to run smoothly and accurately. The result was a fully customized recommendation engine that not only enhanced the customer experience but also set a new standard for personalization within smaller, niche catalogs.
Subscription Retention Optimization
Avex approached Bonafide’s subscription cancellation journey as a technical challenge with major business impact. The existing flow automatically triggered heavy discounts for users attempting to cancel, and some customers exploited this system repeatedly. Avex’s goal was to test smarter, data-driven alternatives that would protect retention while curbing abuse.
The team designed a complex solution that integrated subscription data, event tracking, and custom logic across Dynamic Yield and Shopify. By aligning multiple data sources, Avex created a clean feedback loop for measuring performance across each variation of the test. After months of testing and validation, the results showed that Bonafide could confidently reduce its cancellation discount without harming retention, achieving a stronger balance between profitability and customer satisfaction.
Seamless Transition to Visually
After years of driving measurable growth through Dynamic Yield, Bonafide’s CRO program had matured into a well-structured and insight-rich operation. To continue scaling efficiently, Avex guided the brand toward Visually, a platform that aligned with their evolving needs for agility, speed, and cost optimization.
The transition was built on a strong foundation of testing success. Every insight, learning, and audience behavior from Dynamic Yield was migrated and reimagined for Visually’s flexible environment. This evolution ensured Bonafide could continue experimenting at pace, with faster implementation cycles and more room for creative testing.
Multivariate Testing
Avex advanced Bonafide’s CRO strategy through multivariate testing, a testing framework that evaluates multiple on-page variables at once to identify the most effective experience combinations. This method provided greater insight into how copy, imagery, and interface design interact to influence user decision-making.
By mapping user engagement across these variations, Avex identified the precise design and content combinations that improved click-through, time on page, and purchase intent. These findings guided more confident design and messaging updates, creating a continuous feedback loop that informed Bonafide’s broader optimization roadmap.
The Results
Bonafide’s CRO program with Avex continues to produce consistent, compounding gains. The most recent quarter alone shows how ongoing experimentation fuels measurable growth and deeper customer engagement.
Q2 2025 Results:
$13.5K
in incremental revenue generated through CRO testing
$153K
in direct revenue from personalized product recommendations
$630K
in assisted revenue influenced by recommendation engagement
The Partnership
Bonafide’s relationship with Avex has been built on collaboration, trust, and a shared commitment to continuous improvement. What began as a partnership focused on experimentation has evolved into a long-term strategy that fuels ongoing performance and customer insight. Through consistent planning sessions, open communication, and a deep understanding of the brand’s goals, we continue to identify new opportunities for optimization, refine conversion paths, and explore innovative ways to strengthen loyalty.
Let’s work together
Tell us your business goals and we’ll see how we can create something amazing together.