Background
I was hired by Wolfson Brands as a Digital Designer to enhance usability across their portfolio of over 20 in-house brands. PhenQ, one of their most popular brands, specialises in weight loss management supplements for a global audience.
In my role, I collaborated closely with the brand manager, the CRO team, and the design team to better understand customer needs and identify strategies to increase conversion rates. Adopting a user-centric design approach, we focused on improving long-form landing pages used for affiliate marketing and email campaigns directed at existing customers.
Understanding the problem
We conducted a post-purchase survey for our global customers to gain insights into who they are and to identify any specific pain points in the purchasing process. This feedback will be instrumental in enhancing the overall customer experience and addressing any challenges encountered during their journey. Our post-purchase survey was given to customers who purchased the product in the last 12 months, via email marketing and SMS. By including SMS reach out for this survey we hoped to reach customers who are of all ages and not limited to customers who only use email or social media.
Post-purchase survey results from 442 customers
● 442 user responses
● Biggest age category is 45-54. Overall, 76.7% of respondents are aged 45+
● Top Purchase considerations include price, ingredients, Free Shipping, Reviews, Product Claims and Benefits & Brand Reputation.
● Most users are not active social media users and but utilise email marketing the most.
What could we do better to improve your experience with PhenQ?
'More bundles'
'More Success stories / reviews / before and after photos'
“More frequent deals/sales”
“Decrease/lower price”
“Better discounts”
Personas
Based on our findings, we developed personas to better understand customer needs and provide a clear customer profile for all partners. We focused our design efforts on showcasing new deals, as this was identified as a key area for improvement in the survey. This led to the creation of a specific bundle for existing customers, offering a discounted deal for purchasing all three PhenQ products together. Additionally, we prioritised mobile optimisation to ensure a responsive design and seamless navigation across devices.
A/B Testing
In collaboration with the CRO team, we conducted a series of A/B tests aimed at enhancing conversion rates on the landing page.
CTA Colour
Our first test focused on the colour of the call-to-action (CTA) button. Initially, the button was designed in orange, but we experimented with lime green to assess its impact on conversion rates. After running the test for two weeks with a 50/50 split, we discovered that the orange CTA outperformed the lime green option, yielding a 10% increase in conversions.
Our first test focused on the colour of the call-to-action (CTA) button. Initially, the button was designed in orange, but we experimented with lime green to assess its impact on conversion rates. After running the test for two weeks with a 50/50 split, we discovered that the orange CTA outperformed the lime green option, yielding a 10% increase in conversions.
CTA Wording
Next, we tested the wording of our CTAs, changing "Buy Now" to "See Today's Deals." This adjustment proved to be more effective, resulting in a 7% boost in conversions on the site.
Next, we tested the wording of our CTAs, changing "Buy Now" to "See Today's Deals." This adjustment proved to be more effective, resulting in a 7% boost in conversions on the site.
Through these tests, we gained valuable insights that directly contributed to enhancing the user experience and driving better results.
Key Achievements
As a team, we successfully improved conversion rates on the new landing page compared to previous launches, achieving a notable 12% increase in conversions after just one month of traffic.
Customer Insights: Our survey served as a crucial tool in understanding our audience, allowing us to tailor our approach to meet their specific needs while prioritising deals to ensure the best prices for our products.
Effective A/B Testing: Through rigorous A/B testing, we refined design elements based on real user data, leading to significant improvements in user engagement.
Expanded Reach: By extending our survey distribution to SMS, we gathered valuable insights from older customers, a key demographic that significantly contributed to our strategy and focus.
These initiatives have collectively enhanced our understanding of the customer journey and informed our ongoing optimisation efforts.