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Discover how Ascent Nutrition doubled conversion rates and boosted their AOV with Rebuy’s ecommerce personalization platform and merchant success program.
Founded in August 2020 by Lance Schuttler, Ascent Nutrition grew out of a deeply personal experience. Lance studied Health Science at the University of Iowa and spent over a decade working in nutraceuticals.
But it was a family member’s experience with pharmaceuticals that prompted him to look more deeply into holistic approaches.
"A family member had a detrimental experience with pharmaceuticals and it opened my eyes to what’s going on in healthcare," Lance explained. "I realized there are more natural ways to address the root of health issues rather than covering up symptoms.”
By combining his background in business and health science, Lance set out to share high-quality nutrients that offer real, lasting benefits.
Lance Schuttler, Founder & CEO, Ascent Nutrition
Ascent Nutrition’s mission is clear: create high-quality nutraceuticals that genuinely help people live healthier lives. They do this by providing organic and wild-harvested nutrients to the world through their unique, innovative, and best-in-class growing and harvesting processes. Their clean and novel practices allow them to offer superior, nutrient-dense products that help people, pets, and athletes feel and perform their best.
Seeking personalization: overcoming ecommerce challenges
As Ascent Nutrition grew, Lance realized they needed to bring the same level of care and personalization to their online store.
The team identified several ecommerce challenges:
- Personalize product recommendations: Customers exploring health products often appreciate recommendations for complementary items—especially if they’re tailored to specific wellness goals
- Encourage subscriptions: Nutritional supplements thrive on a subscription model; the team needed a frictionless way to convince shoppers to switch to recurring orders
- Improve the customer experience: From an intuitive cart, seamless checkout, and tantalizing post-purchase offers, Ascent Nutrition was looking for ways to streamline the customer experience while boosting conversions
How Ascent Nutrition discovered the ecommerce personalization power of Rebuy
Lance first heard about Rebuy more than three years ago. Right away, he was attracted to its “technical capabilities”, easy customization, and flexible tools for upsells, cross-sells, and product recommendations.
The deciding factor? Rebuy's commitment to innovation and collaboration.
“We’ve had great support from our account managers—experts who go above and beyond. The fact that you’re always progressing, building new features, and staying ahead of the times is huge. We want to be in the game with people who are progressing fast and forward.”
With Rebuy’s platform, Ascent Nutrition could implement personalized shopping experiences—from smart cart subscription pop-ups to targeted product recommendations—without needing an entire dev team. When asked what drew him in, Lance highlighted:
Turning insights into action with Rebuy
Working alongside the Rebuy team Ascent Nutrition implemented several strategies:
- Personalized upsell & cross-sell widgets: Placed on product pages, in-cart, and post-purchase flows, these recommendations connect customers with relevant supplements—“frequently bought together” combos, complementary vitamins, and more.
- Smart Cart subscription prompts: Subscription pop-ups in the Smart Cart offer an easy path for shoppers to switch to a recurring plan—helping boost monthly subscription numbers and overall retention
- Hands-on support & continuous optimization: From initial setup to ongoing feature experiments, Rebuy’s team worked closely with Ascent Nutrition to fine-tune conversions and deliver a polished experience.
“They’re not just passing things off to us—they actually help with implementation and bring new ideas to improve our store. It’s an overall better experience for us and for our customers.”
Merchant success playbook: How Ascent Nutrition upgraded the customer experience
Kalum worked hands-on with Ascent Nutrition to develop, test, and refine the upsell, cross-sell, and subscription pathways.
The result? A dynamic setup that helped the brand significantly boost Average Order Value (AOV) and subscription revenue.
“When merchants allow us to do what we do best, we can truly optimize the ecommerce journey.” Kalum explained.
Here are the core focuses Kalum worked on with Lance:
1. Subscription action with benefit-driven pop-ups
To boost recurring revenue, Kalum introduced pop-ups in the Rebuy Smart Cart highlighting why a subscription was worthwhile—beyond “click here.”
By introducing a pop-up in the Smart Cart that showcased the benefits of subscribing—like free shipping, exclusive discounts, never running out of your favorite supplement. This upgrade helped Ascent Nutrition see a notable jump of over 66% in monthly subscription sign-ups.
“We did exactly what some top-tier brands like Magic Spoon do—adding unique selling propositions to the subscription pop-up. Highlighting free shipping, easy reorders, or special discounts resonates with customers and bumps conversions.”
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Before newly designed subscription pop-up
After newly designed subscription pop-up
2. A/B Testing emotive copy
Kalum shared that copywriting is one of Rebuy’s most underutilized superpowers.
Instead of bland headlines like, “You May Also Like,” they introduced benefit-driven messaging for product bundles—tying each item to an overarching health goal. For example, they used copy like “Boost Your Brain Health and Increase Productivity” to help convert customers instead of generic ecommerce copy.
"When we tested emotive, benefit-driven copy, we saw higher conversion rates and higher revenue per user," Kalum explained. "People respond better to ‘Expand your respiratory function and boost immunity’ than just ‘Frequently Bought Together."
3. Perfecting post-purchase and button copy
For post-purchase offers, Kalum helped Ascent Nutrition offer more of what shoppers had already decided to buy—at a discount—right after checkout. This simple tweak:
- Doubled conversion rates from 4–6% to around 11%
- Increased revenue per user by $1.29
“It’s surprising how powerful the right wording can be. Just changing the button copy from something standard like ‘Pay Now’ to ‘Yes, I want to save money’ vs. ‘No, I don’t want to save money’ made a massive difference.”
4 "Buy More, Save More” & Checkout Trust Elements
Kalum strongly recommended tiered discounts for any consumable or perishable brand:
- Major AOV lift: Encouraging “Buy One More Bottle” or “Buy More, Save More” creates an instant incentive to stock up
- Checkout confidence: Adding a simple reviews image near the brand logo at checkout helped reinforce Ascent Nutrition’s credibility
"Every consumable brand should try "Buy More, Save More," Kalum explained. "It's one of the biggest AOV drivers and highlighting verified 5-star reviews in the checkout boosts trust right when it counts."
5. Eye on the future: deeper personalization
Looking ahead, Ascent Nutrition plans to leverage Klaviyo segments and advanced Rebuy features to serve even more precise product recommendations:
- Segment-specific homepage widgets: Show returning shoppers curated product lines based on past purchases
- Contextual pop-ups: Trigger discount offers or product suggestions based on cart contents and browsing history
“Many brands haven’t scratched the surface of what Rebuy can do—especially with personalization. By blending copywriting, segmentation, and well-placed widgets, we keep shoppers engaged and truly optimize the path to purchase.”
Serving up success: AOV & subscriptions on the rise
Since partnering with Rebuy Ascent Nutrition has seen impressive results:
- Ascent Nutrition saw a remarkable 50% increase in AOV thanks to well-placed upsells and cross-sells
- Subscription pop-ups and tailored offers inside the Smart Cart have led to a 60% increase in subscription sign-ups, providing steady, predictable revenue
- Checkout conversion rate increased by 7% with content blocks
- Post-Purchase conversion rates doubled to around 11% with revenue per user increasing by $1.29
Looking ahead: building on collaboration
Reflecting on the impact of Rebuy, Lance rates the personalization platform as a “9 out of 10.”
From user-friendly customization to hands-on support, Rebuy delivers the intelligence and scalability Ascent Nutrition needs to keep growing its holistic health brand.
“We’ve had a great experience," Lance shared. "For me, it’s that mix of robust functionality and a team who’s truly there for us. That’s why I’d recommend Rebuy to any brand that wants to stay up to date with the latest ecommerce tools and make sure their shoppers have the best experience possible.”
As Ascent Nutrition continues to expand its line of health-focused products, the brand looks forward to maintaining this dynamic partnership. With Rebuy, they’re confident in providing customers the personalized, intuitive journey they deserve—while driving meaningful growth for the business.
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Since partnering with Rebuy,
Ascent Nutrition has seen...
📈 50% increase in AOV
🎉 60% in subscription sign-ups
✨ 7% increase in conversion rate with content blocks in the checkout
💸 $1.29 increase in revenue per user with Post-Purchase
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