case study

The Lively Collagen Brand That Boosted Conversion 15.5% with Speed

Obvi boosted conversions by 15.5% and cut TTFB by 27%—all without touching their vibrant, content-rich site. See how faster performance unlocked smoother checkouts and stronger revenue.

Conversion Rate

+15.5%

TTFB Improvement

27% Faster

Mobile Full-Funnel

Zero UX Trade-off

Established

2019

Mission

To provide the most obvious choice in products - transparent, effective supplements that deliver real results without sacrificing taste

Headquarters

Kearny, NJ

We’ve always known speed matters, but the 15.5% lift made it real. Nostra let us scale traffic, keep our brand experience sharp, and still convert. No tradeoffs - just faster, better results.

Ashvin Melwani

Co-Founder & CMO

About Obvi

Founded in 2019, Obvi is a vibrant wellness brand known for its collagen-infused supplements—like protein powders, fat burners, and wellness capsules—formulated for beauty, joint health, weight support, and overall vitality. Packaged in playful, flavor-forward formats, Obvi is strategically positioned to appeal to health-conscious, performance-focused consumers .

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The Challenge

Obvi’s site was built to stand out—bold visuals, rich design, and dynamic elements like personalized carts and product recs. But as traffic scaled, especially on mobile, performance started to slip. Load delays on PDPs and checkout created quiet friction, leading to bounces before customers saw the value. The team needed speed—but without sacrificing their high-impact brand experience.

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Solution

Obvi integrated Nostra’s speed optimization at the infrastructure level, rolling it out with a 5% hold‑out control group. No redesign or content cutbacks—just infrastructure upgrades.

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The Results

15.5% Conversion Rate Increase vs hold-out group
27% Faster TTFB, delivering quicker server responses
Improved mobile performance across the full funnel, without sacrificing UX or media quality

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Why It Matters

‍For a brand built on colorful imagery, on-page engagement, and vibrant storytelling, site speed isn’t secondary—it’s a direct lever on revenue. For Obvi, faster equals more conversions and a smoother brand experience.

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THE IMPACT

15.5% Conversion Rate Lift

A/B tested against a 5% hold-out group, the faster experience turned significantly more browsers into buyers — proving speed pays.

Faster Mobile Funnel

Improved performance across every step of the mobile journey — from PDP to checkout — without cutting media quality or design flair.

Zero Design Compromises

Bold visuals, personalized carts, and dynamic product recs stayed fully intact. Only the infrastructure changed — the brand experience didn't.

Speed as a Revenue Lever

For a brand built on colorful imagery and vibrant storytelling, shaving load time directly lifted engagement, trust, and sales.

Performance Gain

Turn Visitors Into Customers

300+ enterprise and high-growth brands rely on Nostra to deliver instant site speed, stronger SEO performance, deeper personalization, and clean, actionable marketing data.

Book Demo

Trusted by 300+ brands

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