Purelyu
Subscription bloat removed, hard dependencies kept, advanced workflows covered by a bespoke AI-enabled e-commerce solution, and the growth engine that took Purelyu from invisible to a brand that earns its place in search.
THE CHALLENGE
Purelyu entered one of Australia's most competitive supplement markets with a strong product and a clear brand story, but almost no digital presence. The Australian dietary supplements e-commerce market was already dominated by established players: Chemist Warehouse capturing over 12% of all supplement-related organic search, Lakanto Australia owning the monk fruit category, and retailers like Nutra Organics and Bulk Nutrients commanding loyal audiences built over years.
Purelyu was also carrying a premium e-commerce plan and multiple paid extensions that had become expensive to maintain. The cost stack had grown organically over time, each new requirement adding another monthly fee, until the operating cost of running the store was eating a meaningful share of margin every month, before a single dollar of marketing.
On top of the cost problem, the store had no acquisition engine. Product pages were not structured to capture the long-tail search terms health-conscious Australians actually use. Paid acquisition was not running. The brand's only acquisition channel was organic social, effective for brand awareness, but insufficient for consistent revenue growth. The challenge was not the product, customer reviews made clear Purelyu had something special. The challenge was that the store cost too much to run, and not enough people could find it.
OUR APPROACH
Before changing anything, we worked through every line item in the cost stack and separated genuine hard dependencies from convenience layers the business could live without. The brief was simple: keep what is genuinely required to run the store and the customer experience, and challenge everything else. Most of the subscription bloat fell into the “nice-to-have” category once we mapped what each line item was actually doing day to day.
We kept only the genuinely required tools and used a bespoke AI-enabled e-commerce solution to cover the advanced workflows the removed subscriptions had been handling. The store stayed flexible and growth-ready, on a leaner plan tier that fits the business, without forcing Purelyu to keep paying for a stack of extras. The technical complexity stays behind the scenes. The client gets a practical e-commerce solution and a leaner monthly cost base, roughly AUD $3,000/month off the run cost from day one.
We rebuilt the Purelyu storefront with conversion in mind, clear value hierarchy, trust signals above the fold, a streamlined buying flow, and product pages tuned for both search visibility and conversion. We tightened the storefront foundations, improved page performance, and made the customer journey easier for both shoppers and search engines to follow. We targeted a cluster of high-intent keywords anchored around monk fruit sweetener searches in Australia, terms like “monk fruit sweetener Australia”, “organic monk fruit drops”, and “sugar alternative keto”, building out optimised collection and product pages to capture each.
Paid acquisition was structured around Purelyu's best-selling monk fruit range, segmented by product variant and bid strategy to maximise return on ad spend from day one. Paid search was complemented by tight branded campaigns and a small non-brand campaign on bottom-of-funnel supplement queries. Paid social was run education-first, retargeting site visitors with content-led creative that led with the brand story (Australian-made, no fillers, HACCP-certified) before the purchase ask, not as a high-volume creative-production retainer.
THE RESULT
The cost stack came down by roughly AUD $3,000/month from day one, a saving that compounds every month the store is open. On the growth side, organic search became a meaningful acquisition channel in its own right within six months, paid acquisition was delivering a 4.2x return on ad spend, and overall revenue had grown 2.8x. Purelyu went from a brand that was both expensive to run and hard to find, to a brand whose store costs less to operate and earns its place in search, competing directly with brands ten times their age.
Results achieved for this specific client. Individual outcomes vary by industry, starting position, scope, competition and market conditions.
“We had a great product but no one could find us, and the store was costing us a fortune to run before we'd spent a cent on marketing. Krrisp Digital fixed both. The monthly savings were real from day one, and watching our organic traffic and return on ad spend compound month on month has been the most satisfying part. We're now a brand people find, on a store that doesn't bleed cash to keep the lights on.”
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