Problem area(S)
Behavioural Insights used
Special Thanks To
Problem
The addition of the subscription membership upsell on product pages were (whilst increasing sign-ups) causing a drop in first order conversion for new users who landed via ads.
Solution
I redesigned the product page to reduce the conflict between the product price and the subscription upsell, whilst also educating new users on Bother's broader value propositions.
Results
Increased conversion by 13.1% in A/B test, whilst maintaining no significant drop in Bother Club subscription sign-ups.
New performance-marketing Meta ads were funnelling prospect customers directly to the Product Details Page.
It became clear that the Bother Club, a subscription offer that got members 15% off their entire basket amount every shop, was in direct conflict with prospect users’ education of Bother as a service.
Always a fresh take - Justin is a pragmatic, critical thinker. There's always a clear process behind his designs and what problems they are trying to solve.
