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"Aftersell has been key to Obvi profitably scaling to $100M+. Without the ability to test, refine, and optimize our upsell and post-purchase experience, we would not have been able to reinvest as much capital back into growth."
Since 2019, Obvi has revolutionized women's health and wellness. They offer effective and enjoyable supplements that help women transform their health. Obvi's products are tasty, fun, and easy to integrate into daily life. Obvi has driven over $100M in sales and global expansion into Europe, Australia, and India.
As Obvi gained traction, they encountered a classic DTC growth ceiling: how to profitably scale customer acquisition.
Their average order value (AOV) wasn't high enough to support aggressive marketing spend. This was limiting their expansion plans. The existing upsell and cross-sell tools they were using lacked customization options and were slow to innovate. Because of this, Obvi couldn't optimize the purchase journey and extract maximum value from each transaction.
"Our goal was to increase AOV so we could expand our target CAC and spend more money on acquiring customers. We were focused on scaling rapidly, but couldn't do that with our AOV as it was."
Ash Melwani, CMO of Obvi
Ash heard about Aftersell through social media several years ago. He was intrigued to test the platform to replace their legacy upsell applications. The initial implementation allowed them to create more customized post-purchase experiences. This is already improving their ability to drive additional revenue after checkout significantly.
Recently, Obvi became an early adopter of Aftersell's new multivariate testing functionality.
Traditional A/B testing that limited them to testing one variable at a time. This new capability allows Obvi to test up to five post-purchase offer variations simultaneously.
This enterprise-grade functionality has enabled Obvi to rapidly experiment with different combinations of:
This means Obvi can test an aggressive one-year supply offer at $199.99 alongside multiple variations of messaging, timing, and complementary products. All within a single experiment!
Obvi's been using this new feature for a short time, but they're already driving great results. The system's ability to process these complex tests at scale has given Obvi unprecedented insights into customer behavior and preferences.
"The multivariate testing provided fast results from a directionality perspective. When testing cross-sells, we could quickly see what was trending and what simply didn't work."
Ash Melwani, CMO of Obvi
Since launching with multivariate testing, Obvi has seen:
Obvi is now able to accelerate their testing cycles and gain deeper insights in a fraction of the time previously required. Obvi's already iterating faster and optimizing their post-purchase strategy more effectively.
"Aftersell has been key to Obvi profitably scaling to $100M+. Without the ability to test, refine, and optimize our upsell and post-purchase experience, we would not have been able to reinvest as much capital back into growth."
Ash Melwani, CMO of Obvi
For brands considering similar solutions, Melwani's advice is straightforward:
"This is the best path forward for setting up post-purchase upsells."
Ash Melwani, CMO of Obvi
Obvi has transformed checkout from transaction to revenue opportunity. Aftersell and multivariate testing created a sustainable growth model that fuels expansion while maintaining profitability.
