Case Study: Well Pharmacy achieves a 30% increase in signup conversion with Amplitude

How Well Pharmacy streamlined their fulfillment flow and increased signup conversion by 30%

Well Pharmacy, the UK’s largest independent pharmacy with 780 stores and a growing online service, needed to modernize a prescription experience constrained by 1990s legacy systems, heavy regulation, and siloed online/store channels. The product team lacked the actionable data to understand why users were dropping off in signup and where fulfillment steps in the warehouse were creating costly delays.

After switching from Heap to Amplitude, the team used Funnels, Conversion Drivers and Time-to-Convert to find and fix a magic-link email bottleneck—moving validation to the end of the flow and increasing signup conversion by 30%. Real-time analytics compressed feedback from weeks to minutes (enabling three‑day iteration cycles), gave ops visibility across 8–10 regulated fulfillment steps, and let teams reallocate resources to shave processing time and reduce costs while improving cross-team collaboration.

Well Pharmacy

Ollie Gower

Head of Product