Client: A medium-sized beauty and wellness company based in the U.S.
The Challenge: A new type of haircare product sold online was clearly attracting users who were converting to customers. But due to new competition online, the company was suddenly encountering both conversion and retention issues.
HQ was stressed and puzzled. Was it the overall user experience? Was it the pricing?
Previous attempts to find out what was going wrong quantified the extent of the conversion and retention issues - but lacked any insight into why and how to do something about it.
What we did: Using innovative tools and techniques, it only took a few weeks to set up and work with a representative sample of both current and lapsed customers.
Results: The findings quickly filled in gaps in knowledge and was independently validated from other projects. This enabled the client team to start implementing changes almost immediately. Most of the recommendations are still in place today.
Highlighted ways to make the overall experience more interactive and entertaining.
Uncovered key barriers to retention such as confusion over how to use the product.
Confirmed suspicions that there was a significant pricing problem.
Explained why and when some customers would continue to switch eRetailers based on price while others would leave but then stay with a competitor.
Explained how the basic product offer could be changed to avoid competing on price.
Other recommendations included creating a true community of product evangelists (there was interest) as well as why and how to gamify mobile purchases.