Happy V - 340% Increase in Subscriptions

Happy V enhanced their user experience, boosted revenue, and increased subscriptions thanks to the data-driven CRO by Gloross.

About Happy V

Happy V is a wellness company committed to creating scientifically-sound products and educational content to help women lead healthier and more empowered lives.

Happy V’s team of experts combined their years of experience in manufacturing, science, and healthcare to move the needle forward in women’s health.

Challenges 

Happy V has a limited product catalog, only 4-5 products, which means that if a visitor is not interested in those products, and the messaging is uncleas, the conversion rate would drop. Being a health supplement brand, increasing trust in the brand and products was a great challenge. Furthermore, they were seeing a lot of abandoned carts and checkouts.

Our Approach

• Increase subscriptions instead of one-time purchases to improve LTV and ARR.
• Bundle products that would address a particular problem in women's health.
• Improve product discovery for people who need help determining which product to buy.
• Reduce bounce rate from checkout.
• Upsell products to improve AOV.

Top 5 A/B Split Testing 

1. Top Selling Product Carousel | Home Page

HYPOTHESIS
Testing top-selling product carousel on the homepage, to let visitors know what we’re known for. The majority of visitors on the homepage are new, the hypothesis is that it would help increase conversion rate by making product discoverability easier.

RESULTS:

Conversion Rate Lift: 12%
Revenue per session Lift: 14%

2. Always Visible Subscription Box Instead of Drop Down | Product page

HYPOTHESIS

Quarterly subscription and one-time purchase options are hidden under the drop-down. It hurts conversion and AOV as people can miss those options. Secondly, subscription options show the total price instead of per bottle, visitors can assume subscriptions are expensive. Change the price to per bottle and show the total saving.

The idea is to make those options always visible and change the price to per bottle so people can make informed decisions about how much they’re saving. This should increase AOV and Conversion rate.

RESULTS:

Conversion Rate Lift: 6%
Subscriptions Purchase Lift: 21%

3. Cross Sell Products Through Bundles | Product Page

HYPOTHESIS

There were no cross-sell or bundle options on the PDP, adding cross-sell products as a bundle just above the ATC button will increase AOV and revenue per session.

RESULTS

Conversion Rate Lift: 11%
Revenue per Session Lift: 15%

4. Take the Quiz Section with Product Recommendation | Home Page

HYPOTHESIS

Product discovery is a big issue because visitors don't know what sort of health issues they might have and if the product would be fit for them.
Test adding a quiz section on the homepage which would allow visitors to answer specific questions about them and would recommend which product is best for them. This would also allow us to understand our audience and gather emails.

RESULTS:

Conversion Rate Lift: 7%
Quiz Click Lift: 5%

5. Add Trust Badges | Checkout Page

HYPOTHESIS

We have a lot of empty space on the checkout page which can be utilized for building trust. Adding trust badges on the checkout under subtotal would increase the confidence of the users and improve the conversion rate.

RESULTS:

Conversion Rate Lift: 8%