Case Study: Huel achieves 30% uplift in new customer conversions and 15% reduction in subscription cancellations with Heap

Huel increases new customer conversions by 30% with Heap

Huel, the world’s leading nutritionally complete vegan food company, needed to adapt merchandising in real time and improve subscription retention but faced analytics blind spots with Google Analytics—especially around account-area behavior, product-level funnels, and cross-channel reporting—making it hard to measure and act quickly on customer behavior.

By integrating Heap with Shopify and Snowflake, Huel gained fast, granular segmentation, funnel analysis, A/B test measurement and a “cancellation saves” flow. Those insights helped optimize product merchandising and personalization, resulting in a 30% increase in new-customer conversions, about a 15% decrease in subscription cancellations, and much faster, company-wide access to reliable data.

Huel

Mario Tarantino

Senior eCommerce Manager