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How Onnit built a partner marketing program that generated over $15,000,000 in worldwide revenue..

What is Onnit?

Onnit’s mission is to inspire peak performance through a combination of unique products and actionable information. By combining bleeding-edge science, earth-grown nutrients, and time-tested strategies from top athletes and medical professionals, Onnit provides customers with supplements, foods, and fitness equipment to help them achieve a new level of well-being they call: TOTAL HUMAN OPTIMIZATION.


The Goal

Increase sales in the United States and globally on Alpha Brain by building a vast network of paid media buyer and publisher partners.


Objectives & Tactics

1. Build a custom Alpha Brain landing page that increases conversion rates by a minimum of 5% so partners can maximize performance and sales volume. 

  • Onnit leveraged partners to test different versions of the landing page and continuously applied optimizations that achieved the target conversion rate.
  • The team at Onnit built multiple versions of the landing page, differentiated by angles and bundling strategies and worked with partners to identify the optimal performer.

2. Build a flywheel of ad content to improve engagement and clickthrough rates. 

  • The Onnit team would build a ton of user-generated content that partners requested to help support their
    promotional efforts.
  • Partners built on top of the ad content Onnit provided, to support the marketing angles they used to improve front-end performance.
  • Onnit has several partnerships with celebrities and ambassadors that partners were permitted to use in their promotional materials.

3. Identify a product bundling and upsell strategy that increased Average Order Value (AOV).

  • Since the program’s inception, Onnit has increased its partner payouts significantly to attract new partners and help existing partners grow their sales volume. To make this financially viable, they consistently tested different pricing and upsell strategies that would unlock the highest AOV that maximized their return on investment.
  • The challenge was to find the optimal pricing strategy that wouldn’t reduce conversion rates. They used incentives on higher-priced bundles to counteract any decline in performance metrics.

4. Increase the number of online channels and markets Alpha Brain is sold. 

  • Initially, the campaign was focused on growing sales on Facebook & Instagram, then scaling to other channels once the campaign was optimized for performance and profitability.
  • Onnit leveraged our partner recruitment tools to attract new partners on TikTok, Google Display, Reddit, Taboola, Youtube, Snapchat and more. They also attracted publishers that promote products via listicles, review sites and blogs.
  • Once the campaign grew so quickly in the US, international partners took notice and began running campaigns in markets like Canada, the United Kingdom, Australia, New Zealand and many others.

5. Find a solution to accelerate the ad content approval process. 

  • Because of the program’s scale, hundreds of ad approval requests were initiated by partners every week. Initially, the process was managed using a Google docs workflow.
  • Squaredance built an ad approval feature in the platform to enable Onnit’s team to edit, approve or reject any submissions quickly.

The Results

  • 470% increase in conversion rate
  • 80% increase in aggregate onine sales
  • 28% lift in amazon sales
  • 30% sales volume generated outside of FB & IG
  • 20% increase in average order value
  • 15% lift in sales to