340% Increase in the Subscriptions for Happy V over one year of collaboration!
Happy V – a wellness company on a mission to provide scientifically-backed products and educational content to help women lead healthier lives, struggled to convert its customers. We bet it is not the first time you hear such a tale as old as time, but were you familiar it is only a matter of finding the right partner to support you through your conversion rate optimization (CRO) journey? Keep reading and discover for yourself this is precisely the case!
340% Increase in the Subscriptions for Happy V over one year of collaboration!
Happy V – a wellness company on a mission to provide scientifically-backed products and educational content to help women lead healthier lives, struggled to convert its customers. We bet it is not the first time you hear such a tale as old as time, but were you familiar it is only a matter of finding the right partner to support you through your conversion rate optimization (CRO) journey? Keep reading and discover for yourself this is precisely the case!
Only after a year of collaboration with Gloross, Happy V managed to:
Boost its revenue
Enhance its user experience
Increase its subscriptions
The Story
Happy V have awesome products that empower women to take control over their health but rather a poor catalogue base and customers who had not made their buying decisions prior to visiting its e-store. Thus, it comes with no surprise that most of them were abandoning Happy V’s shopping cart before finalizing the purchase. One day, the company reached out to us for advice and let us tell you what happened next… Happy V became one of our regular customers!
The Challenges
Abandoning the shopping cart aside, the company needed to enhance its customer trust. Having a limited product catalog of four or five items might hinder the sales, especially when the end-users are not familiar with them. Not to mention that often the customers do not know which products fit their needs best! When your offerings directly affect the health of your target group, it is of utmost importance to provide additional incentives that stimulate trust in your brand and thus lay the foundations of customer loyalty. In contemporary society, presenting yourself as an expert in your field appears to be fundamental when it comes to pressing the “buy” button.
Gloross Approach
At first, we needed to identify how Happy V customers interacted with its website. So, we started with an in-depth conversion rate optimization (CRO) analysis to understand where our focus should be.
Once we figured out what prompted the company’s customers to leave their purchase mid-checkout, we used the data to set goals for the specific project and built up a few hypotheses we were able to test out at a later stage.
5 Main Goals
Our key objective was to make the brand message straight-to-the-point and to create trust along the whole customer journey. Hence, we concentrated on 5 primary goals:
To categorize products in bundles that treat specific women’s health problems
To help Happy V’s customers determine which product suits them best by optimizing product discovery
To improve customer lifetime value (LTV) and annual recovering revenue (ARR) by increasing product subscriptions
To smooth out the bumps along the customer journey in order to reduce checkout bounce rate
To boost the average order value (AOV) by upselling products
Our Hypotheses
With our 5 key objectives in mind, we tested out the hypotheses below:
1. Adding a top-selling carousel on the Happy V’s homepage will improve CRO
In a scenario when your product catalog is limited, first-time visitors need to know at a glance what your core offering or, to word it differently, signature product is. That being said, we suggested the implementation of a top-selling products carousel on Happy V’s homepage. Our aim was to improve product discoverability and to fix any navigational issues.
2. Making the subscription box on the product page all-time visible will increase sales
Burying purchase options under drop-down menus can impair not only conversions but also average order value as store visitors can easily miss selections they might actually like.
In addition, Happy V was showing its customers the total price of their subscription instead of breaking down the pricing to display the cost per bottle. Consequently, the potential buyers were not aware how much money they could save shall they opt for a subscription (instead of purchasing separate items once in a while).
When it comes to health, customers need to feel they are making an informed decision. That is why we suggested adding an all-time visible subscription box on the product pages of Happy V.
3. Introducing cross-sell and bundle options will boost AOV
Building up on the idea of ensuring customers they are making the right choice for them, we also recommended the addition of cross-selling options and bundles on the product details page (PDP). This was expected to allow extra purchasing flexibility for those buyers who might want to try out some of Happy V’s other offerings while finalizing their main purchase.
4. Quizzing customers on their specific needs will increase CRO
We know your products were not developed out of the blue and that is precisely why your storefront should meet customers’ expectations.
Some of Happy V’s website visitors had no idea which products would be most suitable for them. While there are educational resources on the website of our client, we proposed a better way to satisfy the needs of its prospective buyers. Namely, to ask them!
Our suggestion was to include a quiz section on the homepage in order to be able to understand which offerings are most appropriate for individual cases.
5. Placing trust symbols on the Checkout page will establish consumer trust
Consistent reassurance is what makes a customer journey smooth. In Happy V’s case, there was a lot of empty space on the checkout page. We foresaw this as the perfect opportunity to place trust badges there with the objective of showcasing the company’s commitment to their new and existing clients and thus to uplift their confidence in the brand.
Gloross Results
All the hypotheses above turned out to be positive and we brought the below results to Happy V:
Hypothesis 1: a 12% uplift in conversion rate and a 14% increase in revenue per session.
Hypothesis 2: a 6% and a 21% increase in conversion rate and in subscription purchases respectively.
Hypothesis 3: an 11% rise in conversion rate and a 15% increase in revenue per session.
Hypothesis 4: a 5% boost in quiz link clicks and a 7% rise in conversion rate.
Hypothesis 5: an 8% increase in conversion rate.
Other tasks we helped Happy V with
Shopify Plus Development
To support Happy V’s growth, we leveraged Shopify Plus features, optimizing site scalability, automation, and checkout customization to provide a seamless shopping experience and maximize conversions.
Page Speed Optimization
We enhanced site performance by optimizing assets, implementing lazy loading, and reducing unnecessary scripts, resulting in faster load times, improved user experience, and better conversion rates.
Custom Shopify Apps and API Integrations
To streamline Happy V’s operations and enhance functionality, we integrated custom-built apps and third-party APIs, enabling advanced subscription management, seamless order processing, and improved analytics tracking.
Website Redesign and Theme Update
We refreshed the website’s design and UX to create a more engaging, conversion-focused experience: optimizing navigation, product discovery, and branding to better communicate Happy V’s mission and increase customer trust.
