The Playbook for Stonehenge Health

Stonehenge Health has a clear promise: daily support that works with the body, not against it. The challenge is that supplements are a trust purchase. Customers want to know what to take, when to take it, what results to expect, and whether a recommendation is credible. If you send creator traffic to a generic product page with a standard affiliate link, you lose most of that trust-building and most of the context that made someone click in the first place.

CreatorCommerce is designed to keep that context alive inside your Shopify store. Instead of a link that dumps everyone into the same experience, you could give each creator, ambassador, and practitioner a co-branded storefront and funnel that matches how they talk about wellness. This model typically drives 30%+ higher conversion rate and 67% higher AOV versus regular affiliate links, because the page does the work: it merchandises, educates, and reduces decision fatigue.

Below is a practical plan tailored to Stonehenge Health (US market, ~30 products, ~$37 average product price, no affiliate platform yet) to build a creator + practitioner program that drives revenue now and becomes a durable acquisition and retention channel over time.

Step 0: Segment Strategy (who to win and why)

For supplements, you should not treat all partners the same. The content, claims, and shopping experience need to match the partner’s credibility and the customer’s intent level. A clean segmentation also makes operations manageable when you scale.

Segment A: Influencers (education + lifestyle)
These are your reach partners: TikTok/IG/YouTube creators who can tell a routine story (morning gut stack, focus stack, immunity stack). They excel at top-of-funnel discovery and driving volume to best-sellers. Their audiences need simplified choices and reassurance (reviews, what’s inside, how to use). Co-branded storefronts help you capture that context and reduce bounce.

Segment B: Ambassadors (community + consistency)
These are repeat promoters: existing customers, small wellness communities, brand fans. They drive steady sales and often produce the highest retention when they are given a consistent monthly cadence (favorites, restocks, new bundles). Their storefront should feel like a personal shelf of what they actually take, with auto-applied discounts so it is easy for their friends to buy.

Segment C: Practitioners (trust + high intent)
This is the leverage segment for supplements. Nutrition coaches, trainers, wellness practitioners, and other professionals drive high-intent traffic because they recommend solutions to specific goals (gut, brain, immunity, weight balance). Their storefront should be more clinical and structured: protocols, timing, contraindications disclaimers, and goal-based bundles. This segment can also unlock B2B-like volume via client lists and recurring programs.

How to allocate focus in the first 90 days
Start with a blended rollout: 60% influencers (to seed volume and content), 30% practitioners (to build trust assets and higher intent conversion), 10% ambassadors (to stabilize baseline revenue and create repeatable monthly moments). You can adjust after you see which segment yields the best CAC and payback.

Step 1: Partner Enrollment (build the top of the funnel)

Because you do not have an affiliate platform yet, the main risk is trying to build everything at once: recruitment, tracking, content, landing pages, payouts. The better approach is to simplify enrollment and let co-branded pages do the heavy lifting from day one.

Enrollment offer
Give partners a simple and compelling reason to say yes: (1) a dedicated co-branded storefront on Stonehenge Health’s site, (2) an auto-applied audience discount, (3) a clear commission or rev share structure, and (4) a free product seeding path tied to content deliverables or client education.

Recruitment motions
1) Product seeding: Start with 30–50 partners across the three segments. Use a short form to collect basics (name, handle, niche, audience type, goals they speak to). Ship a small set aligned to the content they already post (e.g., gut + immunity stack).
2) Inbound capture: Add a Partner page on-site and in post-purchase email, inviting customers and practitioners to apply. Keep it short and mobile-friendly.
3) Outbound: Build a weekly list of 50 targets from your category (gut health creators, brain/focus creators, immunity seasonal creators, weight balance and habit creators). Outreach is not about the biggest creators; it is about message fit and willingness to educate.

Enrollment flow
Use a two-step process: quick apply → auto-approve into a starter tier → graduate to higher tiers after performance or compliance checks. This reduces bottlenecks and helps you scale without needing perfection upfront.

Step 2: Partner Activation by Segment (make the first week matter)

Most programs fail because partners join but never activate. Activation should feel like a ‘done-for-you’ launch kit: their page is already live, their discount works automatically, and they know exactly what to post and where to send traffic.

Activation for influencers
Give each influencer a page that matches their content style: a hero section with their name/image, a 3-product ‘start here’ routine, and short FAQs. Collect (or generate) simple content: ‘what I take’, ‘when I take it’, ‘what changed’, and ‘who it is for’. If they only give you partial info, you could use AI + workflows to draft initial copy based on their niche and the products they were seeded, then have your team approve it quickly.

Activation for ambassadors
Ambassadors need a repeatable monthly rhythm. Their storefront should emphasize a small set of favorites and a ‘restock’ moment. Add a section like ‘My monthly essentials’ plus a rotating seasonal tile (immunity season, travel season, new year habits). This keeps their link relevant beyond a single post.

Activation for practitioners
Practitioners need structure and credibility. Their storefront should be formatted like a protocol: goal → recommended products → timing → expected timeline → what to pair/avoid (with careful, compliant language). You can also include a lead capture form for ‘protocol PDF’ or ‘client starter checklist’, then route those leads to the practitioner (or to Stonehenge Health for shared nurture, depending on your program rules).

Whitelisted Meta ads (paid amplification)
Once you have 5–10 partners with proven conversion, you could add a simple whitelisted ads motion: partners authorize you to run ads from their handle, driving traffic to their co-branded storefront. This is often the fastest way to scale winners because the ad creative inherits trust, and the landing page keeps that trust through checkout.

Step 3: Co-branded Storefronts & Funnels (what the pages should look like)

The goal is not to build a pretty landing page; it is to build a guided buying experience that reduces choice overload across ~30 products and increases cart size above the ~$37 single-item baseline.

Base storefront modules (all segments)
1) Partner header: name, photo, short ‘why I recommend’ statement.
2) Auto-applied discount: show it clearly so customers do not do mental math.
3) Curated routine: 3–5 products max for the first screen, grouped by goal (Gut, Brain, Immunity, Weight Balance).
4) Social proof: reviews, before/after language where compliant, and ‘what to expect’ timeline.
5) FAQ: shipping, returns, how long to try, stacking guidance.
6) Compliance-safe education: avoid claims; focus on ingredients, lifestyle context, and personal routine language.

Funnel tests to run in parallel
- UGC vs. protocol: influencer pages lead with short UGC and a routine; practitioner pages lead with protocol structure and FAQs.
- Bundle-first vs. product-first: test whether a goal-based bundle (e.g., ‘Gut Daily Stack’) increases AOV more than individual items. With a ~$37 average product price, you want consistent 2–3 item carts to move AOV meaningfully.
- Quiz-lite routing: a 3-question selector (goal, routine preference, sensitivity) that recommends the partner’s curated set. Keep it lightweight and optional.

Step 4: Funnel Details (beyond the landing page)

Conversion in supplements is often won in the micro-moments: product page clarity, cart reassurance, and removing steps at checkout.

Co-branded product pages
When a customer clicks into a product, keep the partner context persistent: ‘Recommended by [Partner]’ with a short note like ‘I take this with breakfast’ and a ‘pair it with’ section for bundles. This is where you drive the 67% higher AOV outcome by making add-ons feel like part of a routine, not upsells.

Co-branded cart
The cart should confirm three things: discount applied, partner association (for trust), and a simple add-on suggestion that matches the goal. For example: ‘If you’re focused on gut health, many customers add [X] for daily support.’ Keep it to one or two adds to avoid feeling pushy.

Co-branded pop-ups (use sparingly)
Pop-ups should be utility-based: ‘Get my 7-day routine’ (email capture) or ‘Your discount is applied’ (reassurance). Avoid interruptive discount pop-ups that feel generic.

On-site education without overwhelming
Create a consistent pattern: short ‘How I use it’ snippets above the fold, deeper ingredient and FAQ sections below. For practitioner pages, include a printable ‘client instructions’ block that can be saved or emailed.

Step 5: Launch & Track (ship quickly, then measure)

You can launch without perfect infrastructure, as long as you commit to measurement and iteration. CreatorCommerce experiences live in your Shopify theme (Liquid), which keeps everything native and friendly for your tech and eCommerce team.

Launch plan (first 30 days)
- Week 1: build templates for the three segments (influencer, ambassador, practitioner).
- Week 2: publish the first 20–30 partner storefronts and connect them to the partners’ existing links/codes (or a simple tracking approach until your affiliate platform decision is finalized).
- Week 3: run A/B tests on bundle-first vs product-first and add one cart module for routine add-ons.
- Week 4: add co-branded post-purchase flows and cart abandonment messaging with partner name and discount.

Metrics that matter
- Conversion rate by segment and by partner
- AOV by segment (target: consistent multi-item carts above single-product baseline)
- Revenue per partner click (a clean way to compare creators with different traffic sizes)
- Cart-based attribution lift (cart-based attribution can track ~2.5% more orders than link-only approaches, reducing partner disputes and undercounting)
- Repeat purchase rate by partner cohort (the true compounding effect)

Step 6: Optimize (make it a content + retention machine)

Optimization is where this becomes a long-term channel. The biggest wins usually come from (1) better merchandising and routines, and (2) better retention flows that keep the partner relationship present after the first purchase.

Must-have retention: co-branded cart abandonment
Send abandonment emails/SMS that keep the partner context: ‘Your [Partner] discount is still applied’ plus the routine framing (‘Complete the stack’). This increases recovery because it reminds the customer why they trusted the recommendation.

Must-have retention: co-branded post-purchase
After purchase, send a ‘how to use’ email from the partner context (even if authored by you). Include timing guidance, what to expect, and a simple next step: ‘On week 2, consider adding [X] if your goal is [Y].’ This drives second orders and reduces refund risk from misaligned expectations.

Monthly content campaigns (seasonal calendar)
- January (routine reset): ‘My daily wellness routine’ pages, habit tracking, starter stacks.
- Feb–March (consistency): ‘30-day check-in’ content; encourage partners to update their storefront with what stayed in their routine.
- Spring (travel + energy): travel-friendly routines, ‘what I pack’ bundles.
- Summer (outdoors + immunity): hydration-adjacent messaging, immune support routines, simplified stacks.
- Back-to-school (focus): brain/focus routines, morning protocol pages.
- Q4 (gifting + gratitude): partner gift guides, ‘wellness essentials’ bundles, year-end favorites.

Each campaign should produce: (1) refreshed storefront modules, (2) 3–5 partner posting prompts, and (3) one bundle test. This creates a steady loop of newness without constant reinvention.

Step 7: Advanced (practitioner and publisher-grade experiences)

Once you have practitioners converting, you can go beyond a simple storefront.

Whitelabel practitioner hubs
For top practitioners, you could offer a more complete experience: a fully co-branded mini-site on your domain with their ‘protocols’, ‘client FAQs’, and recommended products embedded directly. This turns the practitioner relationship into a moat: moving away would mean rebuilding a complete sales and education system elsewhere.

Embeds for existing practitioner sites
If a practitioner has a site, you could provide product embeds or a co-branded product shelf that matches their recommendations. The key is to keep checkout on Stonehenge Health so attribution and conversion improvements stay intact.

Operational scaling with AI + moderation
As you grow, the bottleneck becomes content collection. Use short forms to collect minimal inputs (goal focus, top 3 products, routine timing, headshot). Use AI and workflows to draft the first version of the storefront (copy + structure), then moderate in an admin panel so quality stays high while you scale to hundreds of partners.

What this could look like in practice for Stonehenge Health

Because you have ~30 products and a ~$37 average product price, the fastest path to meaningful AOV lift is routine-based merchandising: pairs, trios, and goal bundles. Co-branded storefronts let partners present those routines in their own voice, with the discount applied automatically, and with trust elements that match the category. Over time, you are not just building an affiliate program; you are building a network of partner-owned shopping destinations on your site, which improves conversion, improves attribution, and makes partners stick around because their storefront becomes part of their identity.