DTC health and wellness is not like other ecommerce. Subscription churn follows different patterns than fashion. Health claims testing has regulatory stakes that standard CRO playbooks ignore. Supplement brands live and die on LTV math that most agencies do not understand because they have never operated inside the P&L.

I chose this vertical because it is where experimentation architecture has the highest leverage: complex products, recurring revenue models, trust dependent purchase decisions, and margins that reward precision. Generic testing is not enough here. You need someone who understands the category economics, not just the conversion funnel.