Begin Health

Begin Health is a children’s wellness brand built for parents looking for natural, science-backed solutions to everyday health challenges. While the brand supports a range of needs, one use case stands out: helping families navigate childhood constipation with products parents can actually trust.

The team moves fast, wears a lot of hats, and runs a lean operation, which means every tool in their ecommerce stack has to earn its keep.

This is how Begin Health replaced a legacy upsell provider, unlocked clearer upsell insights, and improved profitability with Aftersell.

A strong funnel that had room to get smarter

By the time Begin Health evaluated Aftersell, their store was already performing well. Ads were working. Conversions were steady. The team was using another provider for upsells and cart experiences, and nothing felt “broken.”

But behind the scenes, there were two growing frustrations:

1. Cost creep — upsell tooling was expensive, and pricing scaled as the business grew
2. Lack of clarity — it was hard to confidently answer, “What revenue is actually coming from upsells, and why?”

As Maddie Klug, Chief of Staff at Begin Health, put it: “There wasn’t a ton of clarity on where our revenue was coming from.”

For a brand that depends on careful margin management and repeat purchases, that lack of visibility made optimization harder than it needed to be.

Maddie continued, “What we found with Aftersell is that it's been really clear exactly how much revenue is driven from the platform every month.”

The unexpected trigger: Rokt Thanks

Interestingly, Begin Health didn’t start looking for a new upsell platform.

Their ads team flagged Rokt Thanks as a no-effort way to add incremental revenue post-checkout, essentially a “cherry on top” of traffic that was already converting.

“Our ads team was in our ear about the Rokt Thanks feature. They just knew it was a great way to help out on the bottom line a little bit. When we found out that if we did Rokt Thanks, we got the whole platform for free… we were like, this is unbelievable.”

But what caught the team’s attention wasn’t just the monetization opportunity, it was the structure of the deal.

By enabling Rokt Thanks through Aftersell, Begin Health unlocked the entire Aftersell platform for free — including checkout upsells, post-purchase offers, and cart functionality.

“All ecommerce brands need some sort of upsell capability. When we realized we could get everything we had before, but for way less, it was kind of a no-brainer,” explained Maddie.

This was when Maddie decided to transition to Aftersell 

And with the transition, Maddie set a clear bar for success:

• No negative impact on conversion
• No disruption to the customer experience
• Full visibility into what was actually working

The switch itself was straightforward, but what stood out immediately was the level of support.

“My favorite thing about Aftersell is their high-touch customer service. Without a doubt. Our CSM walks us through all of our funnels and makes sure we’re getting everything we possibly can out of the app. Not all providers do that,” Maddie shared.

In practice, this means monthly reviews of live funnels, A/B test performance, and new opportunities to iterate on their upsell flows.

For Maddie, who wears multiple hats under her “Chief of Staff” title and is juggling ops, finance, and growth, that hands-on partnership mattered.

How Begin Health uses Aftersell across checkout and post-purchase

Rather than relying on a single upsell moment, Begin Health uses Aftersell across multiple high-intent surfaces. Think of it as a layered approach to incrementality.

Cart upsells

Begin uses cart upsells with Aftersell’s sister app, Upcart, to present relevant add-ons at the moment customers are already committed to buying. 

These offers are intentionally simple and SKU-led, reflecting what testing revealed about Begin’s customers:

“We have one SKU that’s just by far our best seller… we’re making sure to lead with that as the add-on rather than novelty items,” Maddie shared.

Post-purchase upsells

Begin also uses post-purchase upsells to increase order value after checkout is complete.

This allows the team to:

• Test bolder offers without risking abandonment
• Encourage customers to add another unit of their best-selling product
• Validate assumptions through fast A/B testing

Rokt Thanks

Finally, Begin enabled Rokt Thanks — a post-checkout monetization layer that generates incremental revenue after the transaction is complete.

Today, Rokt Thanks generates ~$0.17 in incremental profit per order on average for Begin Health, which is revenue that didn’t exist before

Where Aftersell changed how Begin experiments

With access to far more data than before, the Begin Health team felt confident running upsell experiments to test different offers and placements:

• Testing which SKUs actually drive incremental AOV
• Experimenting with messaging and offer framing
• Validating assumptions they’d previously treated as “obvious wins”

One of the clearest examples? A tiny badge.

“We tested a badge that said ‘Free Shipping’ versus ‘20% off’ — and free shipping was the clear winner,” explained Maddie.

At scale, those small wins added up.

“We know exactly how much revenue Aftersell is driving every month. That clarity alone is huge for us.”

Maddie Klug, Chief of Staff at Begin Health

Just as importantly, Aftersell helped the team disprove bad assumptions.

Begin assumed sticker packs — a natural fit for a kids' brand — would be an easy add-on. Testing proved otherwise.

“Very few people added the stickers. What they actually wanted was another unit of our best-selling SKU.”

Instead of pushing the free stickers, Begin Health offered more strategic product add-ons that drove revenue higher than the free sticker pack.

The lesson? Lead with what customers already want more of, not what seems fun or brand-aligned internally.

Despite running frequent tests across the cart, checkout, and post-purchase experiences, Begin hasn’t seen any negative impact on conversion rates.

More specifically, with Aftersell the Begin Health team has seen: 

• $0.17 in incremental profit per transaction with Rokt Thanks
• $1.00 in incremental revenue per transaction with the core Aftersell product

In addition to the quantifiable wins, there’s another reason Begin Health and Aftersell partner so well: Begin Health didn’t adopt Aftersell to chase aggressive upsells or squeeze customers, they adopted it because

1. It made the economics make sense. Replacing a costly tool with a more flexible, lower-cost platform freed up budget without sacrificing performance.
2. It accelerated learning. Faster testing, clearer results, and better insight into real customer behavior.
3. It came with real partnership. High-touch support, ongoing optimization guidance, and a team that actually listens to product feedback.

“I’ve made a lot of product requests, and a surprising number of them actually got built.”

Maddie Klug, Chief of Staff at Begin Health

Ready to see what Aftersell can unlock for your brand?

If you’re already running upsells…
If you’re paying for traffic…
If you want clearer insight into what’s actually driving revenue…

Aftersell can help you do more with what you already have.

Get started with Aftersell and see what incremental revenue is already sitting inside your funnel.