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Case study · Hemp skincare · Slovenia

Hemptouch: when you can't buy ads, the blog has to sell.

Hemptouch makes skincare from hemp, with Cannabis sativa extracts. In 2020 Google and Facebook didn't allow hemp products in ads, so sales depended on influencers and organic search. We fixed the analytics, rebuilt the blog pages as landing pages, and the conversion rate went from 0.5% to 2% in six months.

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3D illustration of a hemp skincare blog page sending readers along a path to a product jar, with a conversion meter rising from 0.5% to 2%.
0.5% → 2%
Conversion rate, in six months

Hemp skincare, Slovenia · 2020 · Analytics · CRO · Email

The situation

Hemptouch produces beauty and skincare products made with Cannabis sativa extracts. Because hemp products couldn't be advertised on Google or Facebook in 2020, the company grew through influencers and SEO. It publishes a lot of skincare content, and several blog posts rank very well in organic search. The aim was to turn more of those readers into customers.

What we did

  1. Fixed the analytics first. Once everything that mattered was tracked, we could see where the funnel was leaking the most.
  2. Treated the best-read blog posts as landing pages. The content was strong, but the pages performed poorly at sending readers on; a few design changes moved more readers from the blog to product pages.
  3. Set the blog two jobs: send more readers on to product pages, and collect leads from readers who are not ready to buy yet.

What moved

Conversion rate is slow to move, but it moved every month: in half a year it went from 0.5% to 2%.

And since

Meta has since changed its advertising rules for hemp products, and today we run Meta ads for Hemptouch in Croatia.