Growth: Acquisition Funnel
PROJECT OVERVIEW
Landing Page Redesign
After seeing a decline in acquisition rate, I worked with the growth team to refresh our landing page. Through A/B testing, the optimized landing page has improved conversions and won over the legacy design.
Growth, Product, Marketing, Data Science, and CI.
Teams
Status
Shipped
Spring 2022 (3 mos)
Company
FabFitFun – a quarterly lifestyle subscription box company
Project Duration
Responsive Web
My Role
Product Design and Strategy
Platform
Visual Overhaul
THE PROBLEM AND OPPORTUNITIES
One of the ways we want to tackle the problem with acquisition volume is to experiment with a visual overhaul of our landing page. The primary goal of this project is to improve overall conversions. Secondarily, our product goal is to explore a change in brand perception, reframing our brand storytelling from a subscription box to a shopping membership.
Business Opportunities
Increase conversion rate
Improve NPS (Net Promoter Score)
My Non-linear Design Process
DESIGN PROCESS
Make the Value Proposition Obvious
REDEFINING THE PROBLEM
Our user research has revealed that some prospects are unaware of all our value propositions, which puts us at a competitive disadvantage. Overall, many benefits are hidden behind the paywall. How might we educate the value of our membership more clearly so prospects feel confident to convert?
Homepage wireframe
Redesign wireframe
EXPLORATIONS
Design Strategies
Tell a story of value for your money – Over and over, we learned that value for the money is one of the top reason prospects convert and members choose to continue their membership.
Scannability – Ensure users learn about our membership quickly. Have information hierarchy that is optimized for easy scanning.
Visually Appealing – Update design aesthetics that translates to trustworthiness of the site.
Design Principles
A few design principles of how I approach the redesign:
Components Design Focus
Design for easy iterations
Built for a/b testing
Putting Users First
Transparency
Advocate for our users while balancing ux and stakeholder goals.
Reduce Cognitive Overload
Easily digestible
Be concise and speak the user’s language
Keep what's essential, eliminate irrelevant
Constraints and Tradeoffs
After some initial explorations, I proposed redesigning the home page and adding four additional subpages: Plan, How It Works, Past Boxes, and Our Values. Our goal was to alleviate cognitive overload and minimize heavy page load. However, due to dev deficit, we had to prioritize and focus on building an MVP. We started with the homepage and planned to iterate and expand based on our learnings. Additionally, I took on the challenge of building the page on Unbounce, a landing page builder. Creatively, I had to make trade-offs to ensure it worked on the platform.
To validate the ease of understanding of our membership and observe how users perceive the page, I conducted usability testing with prospects who were not familiar with our brand. Based on our findings and stakeholder feedback, here is the design solution:
Validating the Designs
EXECUTION
Featured Solution
DESIGN DECISIONS & ITERATIONS
1. Announcement Bar
Direct our customers’ attention to the latest promotional offers at the top of the page.
When no campaign is active, we display a summary of our value proposition.
2. Hero Image
Stacked product shots convert better than lifestyle or flat lays because prospects want to see close-up of our products. We've expanded our focus to incorporate branded packaging, as well as products from both our boxes and our sales in the hero shot.
An A/b test winner, showing a brighter and more colorful evergreen image during the Winter season.
3. Compelling Headline
The primary reason members join and remain is to "treat yourself." We've integrated this into the tagline, while addressing "value for your money" in the sub-header.
4. Featured Brands
Featuring our top brand logos performed better than media outlets' logos, though both approaches are effective in building consumer trust.
5. How it Works
We emphasized our unique offerings that set us apart from competitors, such as Swap for Credit and exclusive member sales.
6. Overall Copy
Most users don't typically read every word on the page. We put in the effort to keep the copy short and simple, while balancing stakeholders requests.
7. Seasonal Box and Members Sales
Prospects have a lack of awareness of our e-comm market. We designed the 'Our Box' and 'Member Sales' sections with the same design ui to emphasize the equal importance of these membership perks.
Earlier versions, there was confusion about which items could be selected for the current season. We separated past products into a 'View Past Boxes' and renamed the section for the specific season.
8. Carousel
When brand-name products were heavily featured, users became skeptical about the $300 price tag, and some expected the box to contain only luxury brand items. To address this, we included products with a wider price range to provide more transparency for our users
9. Value Alignment
Aside from the typical product badges, we added relevant badges such as “female founded” and “clean beauty” that aligned with the values of our audience.
10. What’s in Every Membership
This section which recapped and included more details about the membership were too similar and repetitive. We ultimately replaced it with other content.
11. Testimonial
Users prefer to do their own online research and tend to view featured testimonials (not shown) as not genuine. So we eliminated this content all together.
12. FAQ
I was pleasantly surprised to find that users interacted with the FAQ section more than I had expected. We added Swap for Credit in the FAQ as users were actively looking for more details of Swap.
13. Price Point
The general perception of FabFitFun membership was that it was expensive. We tested a version with the price mentioned only near the bottom of the page, focusing on the box's value before addressing the price. Product owner quickly learned that most users wanted to know the price of the box upfront.
14. Separate Checkout
Removing checkout from the landing page to reduce cognitive overload.
15. Sentiment
Based on our qualitative observations, users recognized the variety of products, brands, and value FabFitFun offers. Many perceived the membership as good value for the price and brands advertised.
Success Metrics
RESULTS
Conversion rates - page visit to purchase
A/b tested legacy design vs new redesign –
Results
However, the CPA was higher on the redesign. Due to the lack of relevant historical data on the new URL (remember the Unbounce constraint!), the algorithm favored the legacy design, while considering the redesign URL to be a “higher risk”.
Impact: Challenger wins by 24% increase.
Thank you for reading!