A Quest to Automate Success Stories Uncovers Amazing Customer Insights
HUMAN-CENTERED DESIGN
LEADS TO DRAMATIC
BOOSTS IN AOV
CUSTOMER INSIGHTS + CRO
LEAD TO DRAMATIC BOOSTS IN AOV
CUSTOMER-CENTRIC UX UPGRADES & A/B TESTING
BOOST PERFORMANCE IN THE METABOLIC RENEWAL SALES FUNNEL
In the competitive world of D2C marketing for wellness programs, Metabolic stands out as a leader. Yet, there was still untapped potential in the Metabolic Renewal sales funnel.
_PROJECT
Metabolic Renewal Sales Funnel
UX & CRO
_DATE
Summer 2023
_MY ROLE
User Research
UX Strategy
UX Design
A/B Testing
Metabolic Renewal, the bread and butter of Metabolic's business, brings in close to $60M annually.
The sales acquisition strategy for this product leverages a highly effective direct response marketing funnel that includes a customization quiz, leading to 7 different "personalized" experiences based on those results. In the end, the funnel tailors the a wellness program to the user, and offers up several customer-profile-specific upsells.
Through meticulous customer research and an enlightening VOC program, I embarked on a mission to improve conversion rates by centering the UX around the customer. In the end, this led to a remarkable 36.08% increase in AOV over the course of 2023 and an impressive 27.05% growth over the last three months of the year.
Armed with rich VOC data, I charted out the entire buyer's journey, from initial awareness through social media ads, through the sales process, to the final product delivery. This exercise was crucial in identifying the biggest pain points and opportunities for improvement.
MAPPING THE BUYER'S JOURNEY
The foundation of this project was built on a comprehensive understanding of our customer experience. Recognizing that each touchpoint in the sales process represented a potential make-or-break moment, I embarked on an in-depth journey mapping exercise.
This was not just about mapping the sales process; it was about experiencing it through the eyes of our customers.
Before getting into the journey mapping, I leveraged the extensive data I put together for the Metabolic VOC program to understand and empathize with our customers, understanding their needs, frustrations, and desires.
LEARN _IDENTIFY THE PAIN POINTS
LEARN _
STEP 1
This is a detail of one of the steps in the Journey, "Upsell No. 1: Metabolic Super Protein."
Seeing things from the customer's point of view allowed me to easily identify opportunities for improvement, and specific "to-dos."
The areas that are circled denote the quick fixes, longer term efforts, and biggest pain points.
These circled areas become the list of top priorities, both to be handled ASAP, as well as in the future.
In addition to the journey map, I created a user flow to document the various touch-points and decision paths a customer may encounter. This was necessary to simplify and visualize the complexities of the journey.
MODERNIZING THE VISUAL DESIGN
The direct response marketing funnels for Metabolic Renewal, while effective, had an antiquated appearance, that from the customer's perspective felt unprofessional and perhaps untrustworthy.
To maintain the funnel's proven efficacy, any UX and design updates were subject to rigorous testing before implementation. Consequently, the approach to updating the design was gradual and meticulously executed.
Instead of complete design overhauls, I made strategic adjustments, each thoroughly evaluated through A/B testing. This ensured that every change positively impacted conversion rates and Average Order Value (AOV).
BEFORE
AFTER
I created an ideal future state, rethinking all of the biggest sticking points, hypothesizing through design how we could make the make the biggest leaps forward in improving conversion and AOV. From this exercise, we selected a few of key opportunities to test.
I created an ideal future state, rethinking all of the biggest sticking points, hypothesizing through design how we could make the make the biggest leaps forward in improving conversion and AOV.
SIMPLIFYING THE
'ADD TO CART' EXPERIENCE
Previously, the 'Add to Cart' component had a complex layout, focusing on total savings and a prominent subtotal, often leading to confusion and sticker shock. By simplifying the design to highlight the price per unit and removing the subtotal, we created a clearer, more user-friendly interface.
This seemingly small but strategic change significantly influenced customer purchasing decisions, encouraging them to add more to their carts. As a result, this update became the key driver in boosting our Average Order Value (AOV).
BEFORE
The original 'Add to Cart' experience was a confusion of information, putting primary focus on savings. It also included a subtotal section that potentially was highlighting a larger cost, creating sticker shock.
AFTER
The revamped 'Add to Cart" experience simplified the different quantity and savings options, focusing on the price per unit. It also removed the unnecessary subtotal component that was proving to be a deterrent to conversion.
REFINING VALUE PROPS BASED ON CUSTOMER INSIGHTS
To effectively engage and motivate our customers, it was essential to not just prompt them to play the sales video, but also to set the right expectations for what they were about to experience. Ultimately, dangle the right "carrot", and prime them for a slam dunk purchase.
Drawing from customer research, I knew that while our customers were eager for effective weight loss, they often viewed calorie management and snacking and overeating as significant obstacles.
In response, for the upsell of Metabolic Super Protein, I emphasized the product's benefits in controlling hunger and cravings. Speaking directly to their pain points and blockers to success.
This change resonated with our customers' core concerns, boosting conversion rates on this upsell by 4.7%.
The revamped value prop taps into the customer's perceived blocker for success – hunger and cravings.
BEFORE
AFTER
The original value prop was focused on burning fat and building muscle.
BEFORE
The original value prop was focused on burning fat and building muscle.
AFTER
The revamped value proposition taps into the customer's perceived blocker for success – hunger and cravings.
REFINING
THE VALUE PROP
To effectively engage and motivate our customers, it was essential to not just prompt them to play the sales video, but also to set the right expectations for what they were about to experience, dangle the right "carrot", and prime them for a slam dunk purchase.
Drawing from the customer research, I knew that while our customers were eager for effective weight loss, they often viewed calorie management and snacking or overeating as significant obstacles.
In response, for the upsell PDP of Metabolic Super Protein, I emphasized the product's benefits in controlling hunger and cravings.
Focusing on this value proposition resonated directly with our customers' core concerns, boosting conversion rates by 4.7%.
BEFORE
The original value prop was focused on burning fat and building muscle.
AFTER
The revamped value proposition taps into the customer's perceived blocker for success – hunger and cravings.
REFINING
THE VALUE PROP
To effectively engage and motivate our customers, it was essential to not just prompt them to play the sales video, but also to set the right expectations for what they were about to experience, dangle the right "carrot", and prime them for a slam dunk purchase.
Drawing from the customer research, I knew that while our customers were eager for effective weight loss, they often viewed calorie management and snacking or overeating as significant obstacles.
In response, for the upsell PDP of Metabolic Super Protein, I emphasized the product's benefits in controlling hunger and cravings.
Focusing on this value proposition resonated directly with our customers' core concerns, boosting conversion rates by 4.7%.
Through this iterative testing, we refined these strategies and more, leading to substantial improvements in conversion rate and AOV.
Working alongside the Conversion Rate Optimization team, we implemented these redesigned components (and then some) and conducted rigorous A/B testing to validate the hypotheses.
DELIVER _IMPLEMENT & TEST
REFINE _ITERATE & EVOLVE
STEP 3
STEP 4
DELIVER
IMPLEMENT & TEST
REFINE
ITERATE & EVOLVE
In retrospect, this project reinforced the idea that in the world of UX and CRO, sometimes the most impactful changes are those that are not immediately visible. They are the ones that require a deep understanding of both user behavior and business goals, coupled with a commitment to constantly iterate and improve.
This project was a delicate balance between preservation and innovation. While the funnel's external appearance didn't seem to change much, the strategic modifications we implemented led to better performance.
Each section and component within the funnel was scrutinized for potential improvements - a process that demanded a deep understanding of user behavior and meticulous A/B testing to validate assumptions. These iterative changes, though subtle, collectively enhanced the funnel’s performance significantly.
REFLECT
MODERNIZE VISUAL DESIGN
REDUCE THE EXPERIENCE TO 5-MINUTES
EXPLORE "BUNDLE" SUBSCRIPTIONS
DIAL IN VALUE PROPOSITIONS
REVAMP THE 'ADD TO CART' EXPERIENCE
KEY OPPORTUNITIES
Diving into the design phase, my focus was to leverage the insights from our extensive customer research, to empathize with the customer. And from that, identify the biggest pain points in the customer journey, and redefine them into tangible opportunities.
Experiencing the buyer's journey through the eyes of a customer, I highlighted several critical areas for improvement. Each of these areas represented an opportunity to enhance the user experience, ultimately leading to better engagement and higher conversions.
DESIGN _CRAFT THE SOLUTION
DESIGN
STEP 2
MODERNIZING
THE VISUAL DESIGN
While effective, the funnel had an antiquated appearance that might feel unprofessional, and worse, perhaps untrustworthy.
To maintain their proven efficacy, any UX and design updates were subject to rigorous testing before implementation. Consequently, the approach to updating the design was gradual.
Instead of complete overhauls, I made strategic adjustments, each thoroughly evaluated through A/B testing. This ensured that every change positively impacted conversion and AOV.
AFTER
BEFORE
BEFORE
The original value prop was focused on burning fat and building muscle.
AFTER
The revamped value proposition taps into the customer's perceived blocker for success – hunger and cravings.
SIMPLIFYING THE
'ADD TO CART' EXPERIENCE
In optimizing the Metabolic Renewal shopping experience, a critical change was made to the 'Add to Cart' interface.
Previously, its complex layout, focusing on total savings and a prominent subtotal, often led to customer confusion and sticker shock. By simplifying the design to highlight the price per unit and removing the subtotal display, we created a clearer, more user-friendly interface.
This seemingly small but strategic change significantly influenced customer purchasing decisions, encouraging them to add more to their carts. As a result, this update became the key driver in boosting our Average Order Value (AOV).
REFINING VALUE PROPS BASED ON CUSTOMER RESEARCH
To effectively engage and motivate our customers, it was essential to not just prompt them to play the sales video, but also to set the right expectations for what they were about to experience, dangle the right "carrot", and prime them for a slam dunk purchase.
Drawing from the customer research, I knew that while our customers were eager for effective weight loss, they often viewed calorie management and snacking or overeating as significant obstacles.
In response, for the upsell of Metabolic Super Protein, I emphasized controlling hunger and cravings.
Focusing on this value proposition resonated directly with our customers' core concerns, boosting conversion rates on this offer by 4.7%.
AFTER
The update revamped the value proposition, tapping into the customer's perceived blockers for success – hunger and cravings.
BEFORE
The original value prop was focused on burning fat and building muscle.
SIMPLIFYING THE
'ADD TO CART' EXPERIENCE
In optimizing the Metabolic Renewal shopping experience, a critical change was made to the 'Add to Cart' interface.
Previously, its complex layout, focusing on total savings and a prominent subtotal, often led to customer confusion and sticker shock. By simplifying the design to highlight the price per unit and removing the subtotal display, we created a clearer, more user-friendly interface.
This seemingly small but strategic change significantly influenced customer purchasing decisions, encouraging them to add more to their carts. As a result, this update became the key driver in boosting our Average Order Value (AOV).
AFTER
The revamped 'Add to Cart" experience simplified the different quantity and savings options, focusing on the price per unit. It also removed the unnecessary subtotal component that was proving to be a deterrent to conversion.
BEFORE
The original 'Add to Cart' experience was a confusion of information, putting primary focus on savings. It also included a subtotal section that potentially was highlighting a larger cost, creating sticker shock.
Through this iterative testing, we refined these strategies and more, leading to substantial improvements in conversion rate and AOV.
Working alongside the Conversion Rate Optimization team, we implemented these redesigned components and conducted rigorous A/B testing to validate the hypotheses.
