CRO breakdown of Radicle Science's proof-as-a-service wellness research landing page. Design decisions for science-meets-wellness B2B lead generation by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
Radicle Science operates in a category that barely existed before it built it: Proof as a Service for the wellness industry. Supplement brands, functional food companies, and wellness product manufacturers have historically relied on either expensive internal research programs or unsubstantiated marketing claims. Radicle Science provides a third option: rapid, rigorous, real-world efficacy research conducted on actual consumers, at a fraction of the cost of a traditional clinical trial.
The conversion problem was category creation, not category competition. Visitors landing on this page do not have a pre-existing mental model for “outsourced personalised wellness research.” The page had to simultaneously create the category, establish Radicle Science as its authority, and convert visitors who did not know they needed the product before they arrived.
The founding team’s scientific credentials — including partnerships with UCLA and demonstrated methodology at a TED Talk level — were the most powerful assets available. The page architecture was built around making those credentials the first experience, not a footnote. Before a visitor understands what the product does, they need to trust that the people behind it are worth listening to.
uses a dark purple gradient — an unusual colour choice for a wellness platform that immediately differentiates the brand from the green-and-white health aesthetics of most supplement companies. The colour choice signals that Radicle Science is a scientific technology company, not a wellness brand. The headline “Let’s Power the Future of Personalised Wellness With Proof” combines the aspirational positioning of the wellness industry with the credibility signal of evidence-based language. “Proof” is the operative word — it distinguishes this company from every wellness brand making unverified claims.
The hero form on the right captures leads with a minimal email-first entry. The five institution logo row below the hero — including UCLA and research partners — is placed immediately after the first scroll, following the principle that authority establishment must come early. A buyer who recognises UCLA in the logo strip processes the company’s credibility before reading a single feature description.
is the page’s most powerful conversion element. Placing it prominently in the upper third of the page — not in a testimonial section at the bottom — reflects our understanding that for this audience, the founder’s ability to present the methodology at TED is the single most persuasive piece of content available. The video shows Jeff Sargeant speaking on stage — the production value of a TED presentation communicates institutional credibility that no brand-produced video can replicate.
— Step 1: Health and Baseline Data collection with personalisation, Step 2: personalisation algorithm in action with a visualisation, Step 3: The Results with outcome metrics — translates the research methodology into a buyer-friendly workflow. The visualisations in each step (a US map for participant distribution, a dashboard graph for results) make abstract research concepts concrete.
— Forbes, Bloomberg, NBC News, Us Weekly — appears in the lower section of the page. We deliberately placed this below the TED Talk and methodology sections because media mentions validate commercial reach rather than scientific credibility. For this audience, scientific credibility comes first; commercial credibility follows.
The "Business Stories" grid showing published research and case studies from actual supplement and wellness brands functions as a portfolio section for a research platform — it proves that Radicle Science has produced real studies for real brands that have used the results commercially. For a buyer evaluating whether to commission a study, seeing completed studies from brands in adjacent categories is the closest thing to a product trial available.
UCLA and research institution partners, plus the TED Talk video access, establish scientific authority before the product is described. For a methodology-driven product, this order of operations is non-negotiable.
The founder section featuring Jeff Sargeant’s photograph and biography, plus the written testimonial from a mentor and partner “Peter,” provides the personal authority layer. In a nascent category, the founder’s credibility IS the company’s credibility. Named endorsements from identifiable individuals in the wellness research ecosystem serve as peer-level authority signals.
Forbes, Bloomberg, NBC News, and Us Weekly in the “As Featured In” strip validate that the company’s work has crossed over from academic circles into commercial and consumer media — which matters for a B2B buyer who needs to know that the research outputs will be recognised by their marketing audience, not just their internal science team.
"The 'Trials Conducted on 35,000+ Americans Since 2021' stat at the top of the page is a proof-of-scale claim that does something specific for a B2B buyer: it tells them the research infrastructure is already built and operational, not theoretical. A buyer commissioning a study from a new platform carries significant execution risk. 35,000 trial participants and counting communicates that this infrastructure works at scale — the capacity for their study already exists."
The visitor journey on this page follows a credibility-building arc before it makes a commercial ask. The hero establishes the vision (“power the future of personalised wellness with proof”), the institution logos establish scientific credibility, the TED Talk provides the deepest available proof of methodology, the process steps explain how a study works, the business stories prove commercial delivery, and the media coverage validates market recognition. Only at the very end does the page ask for a conversion.
This is a long page for a high-consideration product. The buyer who converts via the bottom CTA has been comprehensively qualified through the page content — they understand what they are buying, they trust the methodology, and they have seen proof of delivery. These are the highest-quality leads available.
"Category creation pages need to be longer than category competition pages. If you're building something that buyers don't yet have a mental model for, you need to create that mental model before you ask for the sale. The Radicle Science page is long by design — every section adds a layer to the category understanding. The buyer who converts at the bottom has been fully educated. That education is the qualification."
An interactive tool — “How much additional retail shelf space could validated efficacy claims unlock for your brand?” — would make the business case immediate and personalised. Supplement brands think in terms of distribution and retail listings; connecting validated research to commercial distribution outcomes is a high-conversion framing.
“Are you a supplement brand, functional food company, or wellness service?” as a hero-level selector would allow the page to show vertical-specific business stories and process descriptions immediately relevant to the visitor’s category, rather than requiring them to scan a general portfolio.
The biggest practical question a B2B buyer has after understanding the methodology is “how long does a study take and what does it cost?” A rough timeline (typically 60-90 days) and pricing tier indication (starting from $X for a single-product study) would filter in motivated buyers and filter out prospects who are purely exploratory — improving lead quality significantly.
Browse our full collection of landing page examples for more health technology and B2B service page examples. Building a lead generation page for a complex, methodology-driven service? Talk to our team.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
This principle influences visitor behaviour and supports the page's conversion goal.
The first piece of information shapes all subsequent judgements. Price comparisons and headline stats set expectations.
Giving something valuable first (free guide, tool, audit) creates an obligation to reciprocate.
Radicle Science's audience — supplement brands, functional food companies, wellness product manufacturers — are not buying software. They are buying scientific credibility that their marketing teams can use in campaigns. A TED Talk by the founder on the Radicle Proof Engine signals that this company's methodology has been validated by the world's most recognised ideas platform. For a B2B buyer in a category full of pseudoscientific claims, a founder who has been vetted and presented at TED is a different category of credibility signal than a product demo video. The TED Talk proves the methodology is real; the product features explain how it works.
Institution logos — particularly from research universities — are the gold standard trust signal for a company operating at the intersection of science and commercial wellness. When Radicle Science shows partnerships with UCLA and similar institutions, it tells the B2B buyer that the research methodology has been reviewed and endorsed by credentialed scientists with no commercial interest in the outcome. For supplement brands navigating FTC regulations about efficacy claims, a study platform validated by university researchers is not just credible — it is legally important. The institution logos are not just prestige signals; they are regulatory confidence builders.
The supplement industry faces a crisis of credibility. Consumers and regulators are increasingly sceptical of efficacy claims unsupported by independently verifiable research. Supplement brands that can point to clinical-quality studies conducted by a third party on real consumers — not a lab bench — have a significant marketing and regulatory advantage over competitors. 'Proof as a Service' is a positioning that speaks directly to this need: the brand does not have to build a research function, hire biostatisticians, or navigate IRB approval independently. Radicle Science handles the entire research infrastructure and delivers validated claims.
The Radicle Science three-step process section — Health and Baseline Data, Personalisation Algorithm, The Results — translates a complex research methodology into a buyer-friendly workflow. The buyer is not a scientist; they are a marketing director or CEO who needs to understand what they are purchasing and what they will receive at the end of a study. Plain-language process descriptions ('we gather baseline data from participants', 'our algorithm personalises the protocol', 'you receive validated results you can publish') make the product tangible. Technical depth is available on request; the landing page communicates outcome and process, not methodology.
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Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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"This is a rare category where the methodology IS the product. Most SaaS pages lead with what the software does. Radicle Science needs to lead with why the methodology is credible — because the value of the research they produce is entirely dependent on the rigor of how they produce it. A buyer who doesn't trust the science won't buy the studies. The TED Talk and the university logos come first because they validate the foundation, not the features."