How Luma uses HAM to identify higher-LTV entry offers and scale with confidence

As Luma expanded its product lineup, the team introduced a new bundle alongside its existing hero products. The bundle converted well at checkout, but that was not the real question.

What mattered was whether subscribers who entered through the bundle would actually stay longer and spend more over time than those who purchased individual products. Front-end performance could not answer that, and early assumptions carried real risk when scaling a new offer.

Luma uses HAM to track retention and lifetime value by entry product in real time. This made the difference immediately clear. Subscribers who entered through the bundle consistently showed lower churn and higher lifetime value than those who joined through other products.

These signals appeared early in the subscriber lifecycle and remained consistent as cohorts matured, giving the team confidence that the performance was structural, not noise.

With concrete data to support the decision, Luma scaled the bundle more aggressively. Today, the team uses HAM to compare lifetime revenue and retention across all products and variants, ensuring that product and merchandising decisions are driven by subscriber quality, not just checkout conversion.

Meet Luma:

Luma Nutrition is a premium supplement brand built for consumers who prioritize quality, transparency, and clean formulation. Every product is third-party tested and thoughtfully designed to meet high standards for purity and efficacy, appealing to customers who want confidence in what they take every day.