Personalization isn’t just about matching an ad to a landing page. Mike uses experimentation to understand how the entire funnel, from messaging and offers to subscription behavior, impacts the economics of acquiring a customer. With Intelligems, Grüns can optimize for the metrics that matter beyond conversion, including NCAC, subscription rate, and LTV.
Grüns is a daily nutrition brand that delivers 60+ vitamins, minerals, and whole-food ingredients in a convenient gummy.
Grüns serves a massive audience, but the reasons people choose the product can be highly personal. Someone focused on gut health may respond to a very different message, experience, and offer than someone focused on fitness or everyday nutrition.
So how do you build the right experience for each customer without relying on assumptions?
You test the entire funnel. Grüns uses experimentation to understand how creative, landing pages, offers, and subscription behavior work together. For Mike, the goal is not simply to improve conversion. It is to understand which combinations acquire the right customers at the right cost and create the strongest long-term value.
Now, hear how Mike uses Intelligems to turn personalization into a measurable growth strategy, in his own words.
Grüns has built highly personalized acquisition funnels, matching creative and landing pages to specific customer personas. But Mike sees personalization as more than getting the message right. The offer has to fit the customer too.
That means testing how welcome discounts, gifts with purchase, and different ways of communicating value affect customer behavior. With Intelligems, Grüns can pressure test the connection between the person, the experience, and the reason they ultimately decide to buy.
“The work I've been doing with Intelligems has been figuring out our offer connectivity and really pressure testing what’s the ideal offer and way to position Grüns for these different types of funnels.”
Knowing which variation won is useful. Understanding why it won creates a learning Grüns can use again.
Mike uses Intelligems custom metrics to look deeper into specific experiments. Grüns can track scroll depth around the exact section being changed, measure interactions with individual elements, and connect those behaviors back to conversion and order data.
It gives the team the flexibility to measure an experiment at the level where the actual change happened, rather than relying only on sitewide metrics.
“We’ll add a custom scroll depth metric on the exact div class that we have the modification in, or we’ll put custom click events on elements that are specifically in the modification area.”
For Grüns, a test cannot be judged on conversion alone. As a subscription business, every change has the potential to affect acquisition cost, subscription rate, and ultimately LTV.
Mike compares it to pulling on the corner of a bedsheet. Improve one metric and another can move with it. That is why Grüns looks across the economics of the customer relationship when evaluating experiments, with NCAC relative to LTV as the North Star.
“Whichever corner of the bed sheet you pull, you’re gonna move another corner, and you kinda have to be very delicate with how you get it to sit squarely on the bed.”
When you are running 20+ experiments at once, remembering what happened, why it happened, and what you learned becomes a challenge of its own.
Grüns connects Intelligems with Claude, Notion, and Slack to capture experiment results and make those learnings accessible across the organization. Past experiments become context for future decisions instead of disappearing once a test ends.
That means the next experiment can start from what Grüns already knows, rather than starting from scratch.
“We’re running twenty plus tests right now in Intelligems. No one has that kind of memory. That’s where the MCP and Slack integrations come in.”
Go from idea to experiment faster
The faster Grüns can turn an idea into a real experiment, the faster the team can find out whether it is worth pursuing.
Mike uses Intelligems' onsite editor and agentic building capabilities to quickly create MVP versions of new experiences. Instead of taking every idea through a lengthy design and development process, the team can get something in front of customers, measure its impact, and decide whether it deserves further investment.
“You’re just able to spin up MVPs or products so quickly on the site... it just made everything so much faster, and more fun.”
