Ancient Nutrition Live Audit and Strategy Recommendations With Matej Draksler

Here’s a glimpse of what you’ll learn:

• [1:30] Overview of Ancient Nutrition’s brand mission and marketing strategy
• [3:45] High organic traffic versus low-paid ad spend
• [05:11] Website UX issues: improving navigation, trust elements, and customer reviews
• [07:25] Importance of video content on product pages for conversions
• [10:05] Why repurposing Instagram content for TikTok isn’t effective anymore
• [12:41] Impact of influencer marketing and YouTube content strategies
• [14:12] Optimizing Facebook and Meta ads: leveraging videos and upsell funnels

In this episode…

Ancient Nutrition has built a strong brand focusing on organic, regenerative farming. However, despite attracting high organic traffic, the company underutilizes paid advertising and struggles with conversion optimization. While 85% of its visitors come from organic and direct sources, paid search and social ads contribute less than 10% each. How can the company blend organic and paid strategies for exponential growth? 

Digital marketing expert Matej Draksler analyzes key areas for growth, including refining website UX, improving customer trust elements, and automating discounts to reduce purchase friction. In addition, while Ancient Nutrition excels on Instagram with nearly half a million followers, its TikTok strategy could be enhanced. Matej explains that simply repurposing Instagram content for TikTok fails to engage the platform’s audience. Instead, he suggests creating TikTok-native content tailored to user expectations. The conversation also highlights the company’s declining YouTube performance, noting past videos featuring co-founder Dr. Josh Axe performed exceptionally well. By reinvesting in influencer-driven content and customer testimonials, Ancient Nutrition can regain traction and improve ad performance.

In this episode of The Winning Strategy, Lucian Armasu hosts Matej Draksler, COO of AdsLux, to analyze Ancient Nutrition’s marketing performance and share strategies for scaling e-commerce brands. They discuss the importance of video content in Meta Ads, optimizing upsell funnels, and testing diverse ad formats like advertorials and VSLs.

Resources mentioned in this episode:

• Lucian Armasu: LinkedIn | X  
• AdsLux
• Matej Draksler on LinkedIn
• Ancient Nutrition

Quotable Moments:

• "Simply repurposing Instagram content for TikTok isn’t enough; brands must create platform-native content to truly engage their audience."
• "If half your paid search budget goes to brand search, you’re wasting money on customers who would’ve converted anyway."
• "Adding more video content — whether testimonials, influencer features, or product demos — can dramatically improve conversion rates on e-commerce product pages."
• "Your upsell funnel should turn a $5 sample order into a $50 purchase. Optimize it, and profitability skyrockets."
• "YouTube thrives on personality-driven content; bringing back influencer videos could easily 10x Ancient Nutrition’s engagement and ad performance."

Action Steps:

1. Optimize website UX for conversions: Remove unnecessary purchase friction by automating discounts, improving trust elements, and showcasing customer reviews on product pages.
2. Create platform-native TikTok content: Stop repurposing Instagram videos. Develop short-form, engaging content tailored to TikTok’s audience for better organic reach and engagement.
3. Increase video usage in Meta Ads: Utilize more customer testimonials, influencer videos, and product demos to improve ad performance and conversion rates.
4. Enhance upsell funnels for profitability: Refine post-purchase offers to maximize revenue from small initial purchases, turning $5 sample orders into higher-value transactions.
5. Leverage influencer marketing on YouTube: Bring back expert-driven content and influencer partnerships to boost engagement, credibility, and ad effectiveness on YouTube.

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