Return on Investment: Break even in 7 days. 5x within the first 30 days.
Provided guidance on:
- Pricing Strategy
- User Journey Design
- Messaging Strategy
- Affiliate Plan
The Details:
A food seasoning brand approached me via their photographer as they were updating images, and it was suggested that their online store’s user journey required reimagining.
They faced several major problems holding back revenue growth. Firstly, The store’s architecture forced a counter-intuitive flow as it asked the customer to select the size (e.g. shaker or bag) before choosing the flavor of the seasoning. Next, they had built product pages that offer over 6 purchase options (single purchase, subscription, and bundle), again adding to the confusion and decision fatigue.
The founder and I started by simplifying the pricing model and assessing where we could tweak prices, making them more attractive to the end customer. We then rolled the new pricing model into the affiliate plan and tweaked the messaging strategy to be value-driven with fewer discounts.
Next, I mocked up several different navigation menus, allowing the founder to see how users might prefer to use the website. We settled on a top menu that allowed users to select the flavor of seasoning or package size, therefore encouraging first-time users to shop in a way they felt safe, without removing the options long-term customers are used to.
As part of the new menu, we added an offer image that can be easily updated with new flavors, sizes, and discounts. To create a more focused shopping experience, we moved some links from the top menu to the footer, which we also reimagined.
With the concept top menu and footer sorted, I moved to simplifying the product pages. My central idea was to encourage new users to make their first purchase of a single item, then use email flows to motivate them to purchase a bundle. Doing this required splitting the original product page into two new ones.
Working in partnership with my Shopify developer, we built the functionality required to execute the changes and created the new top menu and footer. Using LOOP subscriptions, we took our product category and used the functionality of the LOOP app, allowing users to build bundles and select a purchase frequency.
Results:
Following the implementation of this strategy, this food seasoning brand recouped their investment within 7 days, as revenue is 24% higher and the conversion rate has increased by 18%. The brand now possesses a high-performance foundation ready to maximize the ROI of future marketing spend.
Ready to move beyond the cycle of tactical experimentation and adopt a more strategic approach to growth?
