Happy Viking was founded by tennis legend Venus Williams with a mission to create plant-based nutrition that supports whole-body wellness. With backing from a high-profile roster of athlete investors, Happy Viking has quickly grown across DTC and retail. Today, it's a purpose-driven brand empowering people to “be healthy, feel good, and live their dreams.”

In an over-saturated Amazon protein powder category dominated by legacy brands, Happy Viking faced stagnant CTR despite best practices. To break through the noise, we focused on creating high-quality, standout hero images that prioritized clarity, credibility, and consumer-driven design to capture attention and drive conversion.

Driving growth via content can be challenging due to its time-consuming and subjective nature.  Relying solely on Amazon’s native A/B tool often results in lengthy experiments with limited insights that provide only surface-level sales data and none of the “why.”

Cartograph set out to develop a data-driven testing process rooted in consumer feedback and iterative design that would allow us to turn simple content updates into major conversion drivers.

Competitive Benchmarking with PickFu

We began by testing Happy Viking’s original hero image against top competitors in a simulated Amazon search results page (SERP). This revealed what stood out visually, where the image fell short, and what consumers valued most in a first impression.

Consumer-Driven Design Iteration

Based on PickFu feedback, we created new image variants that addressed key shopper concerns, including poor readability, missing callouts, and cluttered appearance. Once we had a top-performing image, we re-tested it in a SERP simulation and again in a live Amazon A/B test using Manage Your Experiments.

Rapid Iterative Testing

We repeated tests with each new image version, refining the visuals in response to real-time consumer insights that we were able to gain in minutes. Each round allowed us to isolate and validate design choices, improving click potential with every step.

Final SERP Re-Test for Confirmation

After selecting the top-performing image, we ran a second SERP test to re-measure preference and click share. Happy Viking’s image rose from #3 to #1, with a 40% increase in click share over the original.

Live Validation via Amazon A/B Testing

We used Amazon’s Manage Your Experiments tool to run a live A/B test and measure actual impact on performance metrics like CTR and CVR. The final image was a clear winner across the board.

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