House of Formlab
House of Formlab is a spiritual and magick-focused brand built for modern seekers. The platform combines ritual objects, education, and community to help individuals navigate their personal spiritual journey with intention and clarity.
Rather than positioning spirituality as something abstract or inaccessible, House of Formlab focuses on guided discovery—bridging ancient wisdom with contemporary digital experiences.
Services
Growth Marketing
Industry
B2C - E-commerce & Spiritual products
Client
House of Formlab
Problem Analysis
House of Formlab operated in a fast-growing spiritual e-commerce space, yet growth was constrained by structural and behavioural bottlenecks rather than demand.
Although traffic was being generated, visitors struggled to understand where to start, what was relevant to them, and why the brand mattered beyond individual products. The experience assumed prior knowledge, creating friction for new users and limiting conversion.
From a growth perspective, the key issues were:
Unclear first-time user journey
New visitors were presented with products before context, leading to high bounce rates and decision paralysis.Low conversion despite relevant traffic
Interest existed, but the absence of guidance, education, and trust-building mechanisms prevented action.No activation layer
There was no structured way to turn anonymous visitors into known leads or nurture them beyond the first session.Underutilised retention potential
Customers purchased once but had little reason or incentive to return, limiting lifetime value.Growth driven by intuition, not systems
Marketing efforts lacked clear hypotheses, measurable experiments, and feedback loops, making scaling unpredictable.
In short, House of Formlab did not have a traffic problem — it had a clarity, activation, and retention problem.
The challenge was to transform passive interest into an intentional journey supported by data, storytelling, and community mechanics.
Solution
We rebuilt House of Formlab into a story-led, community-driven growth ecosystem, combining brand storytelling with performance, activation, and retention tactics.
1. Conversion-Focused Homepage & Content Architecture
New homepage designed around education, guidance, and spiritual discovery
Content reframed from product-first to journey-first
Clear entry points for beginners and returning customers
2. Lead Magnet — Your Spiritual Guide + Items
Creation of a personalised lead magnet helping users discover their spiritual path
Educational content paired with relevant magickal items
Used as a primary activation tool for first-time visitors
Seamlessly connected to email onboarding and product discovery
3. Paid Acquisition — Google Ads & Meta Ads
Search and social campaigns focused on high-intent keywords and spiritual interest clusters
Storytelling and educational creatives instead of hard-selling products
Retargeting flows aligned with guide outcomes and product categories
4. Email Marketing & Referral Growth Loop
Automated email flows built around the spiritual guide results
Referral campaigns encouraging members to invite like-minded people
Incentives tied to exclusive content and early access
5. Community Monetisation & Retention
Launch of community readings behind a paywall
Exclusive spiritual content for engaged members
Transition from one-time purchases to recurring, community-based value
Together, these initiatives transformed the webshop into a full-funnel growth system where acquisition, activation, retention, and referral reinforced one another.
Results
This project was not approached as a one-off redesign or campaign, but as an iterative growth program.
All initiatives were treated as experiments:
Hypotheses were defined per funnel stage
Performance was reviewed weekly
Winning tactics were scaled, underperforming ones removed
By combining storytelling with performance marketing, Formlab shifted from intuition-led decisions to data-informed growth.
Key outcomes:
A repeatable acquisition model powered by paid ads and lead magnets
A measurable activation layer through personalised guides and email flows
Strong retention and monetisation via community memberships
Referral-driven growth embedded into the customer journey
Rather than chasing short-term wins, the brand built a system that continuously learns, adapts, and compounds results over time.
KPIs
Online Revenue: +187%
ROAS (Paid Ads): 4.2x blended (Google Ads & Meta Ads)
Conversion Rate: 0.57% → 3.12%
Email Sign-ups: +320% (driven by Your Spiritual Guide + Items lead magnet)
Referral Revenue Share: 22% of total online revenue
Paid Community Members: 18% of active customers converted into recurring members
Page Time: +230%
Bounce Rate: −55%
