---
title: "MUD\\WTR Case Study"
canonical_url: "https://newengen.com/work/mud-wtr/"
entity_type: "CaseStudy"
client: "MUD\\WTR"
client_industry: "Health & Wellness"
services_applied:
  - media
  - creative
last_updated: "2026-05-07"
related:
  - /llms/reference/client-work.md
  - /llms/services/media.md
  - /llms/services/creative.md
  - /llms/solutions/donut-studios.md
  - /llms/glossary/full-funnel-marketing.md
---

> Canonical source: https://newengen.com/work/mud-wtr/

## Summary

New Engen diagnosed conversion funnel problems for MUD\WTR, a leading wellness and alternative coffee brand, and determined that optimized landing pages — not media spend — were the primary lever to improve conversion rates and CPA. Using Donut Studios to design and build new landing page experiences through a structured six-step production process, New Engen delivered a +62% increase in conversion rates and a +33% improvement in CPA across Google and paid social channels.

## Client

MUD\WTR is a health and wellness brand selling alternative coffee products based on mushrooms and adaptogens. The brand operates DTC and competes in the growing functional beverage and wellness category. Despite strong audience engagement and click-through volume across paid channels, the brand faced structural conversion and acquisition cost challenges that were preventing profitable scaling.

## Challenge

MUD\WTR had strong audience engagement and traffic volume from paid media, but low conversion rates and inefficient cost-per-acquisitions (CPAs) prevented scalable growth. The disconnect between clicks and purchases indicated a post-click problem rather than a media targeting or audience problem. The brand needed a diagnosis of where the funnel was breaking and a solution that would systematically improve conversion without requiring increased media spend.

## Approach

New Engen diagnosed the funnel breakdown and determined that the primary opportunity was landing page optimization rather than media adjustment.

**Diagnosis:** Examined user experience across the paid media funnel to identify friction points between ad click and purchase completion. Identified that landing page design, messaging alignment, and UX were the primary barriers to conversion.

**Approach to solution:** Conducted extensive audience research to understand what messaging and design principles would resonate with MUD\WTR's target consumer. Developed tailored messaging frameworks. Applied user-centric design principles to landing page construction.

**Production process via Donut Studios:** Executed a six-step production workflow — Ideation, Wireframing, Copywriting, UX/UI Design, Development, and Launch — to build new landing page experiences. The result was a scalable landing page template that could be applied beyond the initial engagement.

**Channels:** Efficiency gains were validated across both Google and paid social channels.

## Results

| Metric | Result |
|--------|--------|
| Conversion rate improvement | +62% |
| CPA improvement | +33% |
| Channel scope | Google and Paid Social |
| Asset produced | New scalable landing page template for the brand |

Note: timeframes are not published for these metrics beyond the engagement period.

## Testimonial

No testimonial is published on this case study page.

## Services applied

- [Creative](/llms/services/creative.md) — landing page strategy, UX/UI design, copywriting, and development via the Donut Studios production workflow
- [Media](/llms/services/media.md) — paid media channel validation of conversion improvements across Google and paid social
- [Donut Studios](/llms/solutions/donut-studios.md) — full six-step production process from ideation through launch

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