Culina Health

Illunis redesign impact: +92% LP conversions, +85% site traffic, and increased time-on-site at Culina Health.

Key takeaways:

• Conversion-first IA and purpose-built LP templates drove the +92% CVR lift.
• Technical hygiene (speed, schema) improved discoverability and quality traffic, underpinning the +85% site growth.
• GA4 + server-side GTM enabled clean attribution and rapid CRO iteration.
  Modular design system made testing faster and wins scalable across pages.
• Longer time-on-site confirms content and UX now align with the customer journey, reducing friction and boosting intent.
  

Client Background

• Industry: Telehealth Nutrition
• Company Size: Corporate
• Challenges Before Working With Us: The website was outdated and the design didn’t match the business’s desired flow. Bulky UX/UI led to confusing paths, clunky navigation, and poor mobile performance. Ad-to-landing-page positioning was misaligned, and the funnel lacked purpose-built landing pages, resulting in weak relevance, low conversion rates, and wasted media spend.
• Goals:  Deliver a brand-aligned site, strategically mapped to the customer journey, that drives measurable conversion growth.

Illunis Strategy

Our strategy at Illunis was to audit analytics and UX, then rebuild a conversion-first, brand-aligned site with modular pages, clean schema, and GA4 plus server-side GTM. We added custom integrations, strengthened infrastructure, launched after rigorous QA, and ran ongoing CRO sprints tied to clear KPIs.

Illunis Execution:

Design

• Brand audit → design system (type, color, components, spacing).
• Conversion-first layouts (trust, social proof, clear CTAs), WCAG 2.2 AA.
• Responsive grid, mobile-first, HIPAA/ADA considerations where applicable.
  

Wireframe

• Low-fi for key flows (Home, Services, LPs, Funnel pages).
  Annotate modules, states, and analytics events; clickable prototype for path validation.
• Map SEO modules (schema blocks, FAQs, location sections).
  

Development

• Stack: Next.js (ISR) + headless CMS or WordPress (PHP 8.x) based on needs.
  
• Component library, LP templates, form handling, dataLayer, schema markup.
• CI/CD, unit/integration tests, performance budget (LCP <2.5s, CLS <0.1).
  

Custom Plugin Build

• PRD: problem, endpoints, admin UI, roles/permissions, event tracking.
• WP: namespaced OOP, nonce/Capability checks, REST routes, caching.
• Headless: microservice with auth, rate limits, and audit logs.
  

Custom Coding

• Business logic, API integrations (CRM, CallRail, CAPI/EC, Stripe), feature flags.
• A/B testing hooks, dynamic LP variants, error handling/observability.
• Schema generators (Product/FAQ/HowTo/LocalBusiness).
  

Infrastructure

• CDN + WAF, SSL/TLS, autoscaling, daily backups, staging ↔ prod parity.
  Server-side GTM, log/trace/uptime monitoring, alerting, rollbacks.
• IAM least privilege, secrets management, DPA/HIPAA readiness as needed.
  

QA & Launch

• Cross-browser/device, a11y, performance audits; tracking validation.
  301 map, content freeze, launch checklist; 7-/30-day post-launch review.
  

Success KPIs

• CVR lift, LCP/CLS targets met, error rate <1%, uptime ≥99.9%, clean attribution.

Results

92% conversion lift
85% more traffic, and higher session durations.