Flash audit and a 24-action plan to accelerate Valbiotis' first direct-to-consumer launch

A company culture shaped by science and clinical studies suddenly had to execute like a D2C retailer.

Acquisition campaigns needed structure, tracking was incomplete, product pages read like a lab report (long scientific copy, lifestyle imagery), and the conversion funnel was too short for a product that requires persuasion before purchase.

The intervention was deliberately short and dense:

• Coaching: about 3 hours of calls guiding the client's digital lead on performance, CRM, acquisition, SEO, and email.
• Flash audit: a 12-block B2C eCommerce framework to sweep the whole setup without gaps, a GA4 checkout analysis rebuilt by hand for desktop and mobile, a review of Google Ads and Meta campaigns, and a benchmark of D2C supplement brands (Ritual, Bioniq, Get Nourished).
• Restitution to the CEO: 24 actions ranked in 3 priority levels, each with its KPI.
• Amazon US scoping: a 6-month launch roadmap framed with a specialized partner, from SEO and brand store to ads and account management.

The backbone of the recommendation: fix tracking first, concentrate Google Ads on 5 campaigns with a target ROAS of 2 to 3, "retailize" the site (packshots, short benefit-driven copy), extend the funnel with an online test, email capture, and an automated welcome journey, and open distribution beyond D2C, starting with pharmacy eRetail, then Amazon.

• A documented starting point: out of 100 sessions with an add-to-cart, 7 finished the order, with the main loss at account creation.
• A prioritized, actionable backlog handed to the team, with tracking as the prerequisite and explicit KPI targets.
• A 6-month Amazon US launch roadmap framed with a specialized partner.

Key takeaway. A flash audit is worth what its prioritization is worth: the 24-action list carries more value than the deck, because it turns a diagnosis into a backlog. For a science-driven company, the first battle is cultural. The simplest recommendations (shorter copy, packshot imagery) touch the company's identity, and D2C benchmarks argued better than any theory.

The honest point: this format stops at the door of execution. What was implemented, and with what effect, stayed with the client.