Recently I experienced something that perfectly demonstrates how a smart brand can turn a complete stranger into an excited customer. The brand? Lumi Glo.
Now, I am in no way affiliated with Lumi Glo. They’re not my client. But recently I became a customer and I want to share how that happened because it shows a really magical conversion formula that any brand could take inspiration from.
How I went from stranger to customer
First Contact: The Instagram ad that actually worked
The first time I noticed this brand was from an Instagram ad. But this ad stood out for all the right reasons. It looked more like user generated content (it wasn’t polished). It had an image of an older, ordinary woman – not a perfect model – who I felt I could relate to. She had beautiful healthy glowing skin. The ad also had some fun, bright colours.
This got me to click onto their IG profile and follow them.
Take a look at their Instagram – @lumi.gloskin. Isn’t it divine?
Building trust through consistency
After following them I began to see a few more of their ads pop up in my feed. I thought their products looked really good so I clicked to visit their website.
On my first visit I took a look around at their product range. One thing I spotted immediately was the inclusive photos they used – women of all ages and colours. This is really important to me. I honestly hate seeing only images of younger perfect women. Seeing a range of ordinary people feels representative of me and I always connect with brands who do this.
This is especially important for brands targeting older women – you really need to show those older women in your imagery and ads.
The power of social proof
I didn’t buy on that first visit. I was still getting to know the brand, but liked what I saw. Importantly, I also explored the product reviews and noticed their products were getting really great feedback. This is super important when wanting to try a new skincare brand – especially since a lot of the reviews contained photos.
Staying top of mind (without being annoying)
I continued to see IG ads in my feed and they weren’t annoying in any way. Continuing to see content from this brand put them at the front of my mind. I began to feel I could trust them and their products started to sound really great. I wanted to try them!
The magic moment: converting with ease
This morning I clicked on one of their posts and visited their website from my phone. I added 3 products to my shopping cart and then they gave me another for free. What a lovely surprise!
I checked out effortlessly on their Shopify store using PayJustNow (which offers pay by instalment plans). As a consumer, I use pay by instalment a lot for my collagen, whey, hair and skincare products.
After purchasing, I received a lovely thank you note in my inbox and a notification that my purchase had earned me loyalty points to redeem off my next purchase.
What made this conversion formula so magical?
This is exactly what all brands should be aiming for when it comes to getting more sales – a conversion funnel that takes someone from curious visitor to excited customer.
Here’s what Lumi Glo got right:
Deep understanding of their ideal customer – They knew exactly what would appeal to me (inclusive imagery, authentic content, quality products, brand personality).
Multiple strategic touchpoints – Really relevant Instagram ads that didn’t feel pushy or annoying.
Smooth shopping experience – Easy navigation, clear product information, seamless mobile checkout.
Smart retention strategy – Thank you note, loyalty programme, and that surprise free product.
Trust-building elements – Genuine reviews, inclusive representation, consistent brand presence including the founder’s story.
The beauty of this approach is that it never felt like I was being “sold to.” Instead, it felt like I was discovering a brand that genuinely understood me and my needs.
That’s the kind of conversion magic every online store should be aiming for.
About Megan
I’m the founder of Nutmeg Studio, where I help product-based businesses create Shopify websites that build trust and drive sales. With over 10 years of experience in web design and eCommerce strategy, I love helping brands cut through the noise and focus on what actually converts visitors into customers.
Based in Cape Town, working with kind humans worldwide.
