MEDIFAST
PROBLEM:
A national online weight loss business underwent a website redesign and released the revised site without conversion testing. The result was a plummeting conversion rate and they needed a fix to their conversion rate yesterday.
- CONVERSION RATE OPTIMIZATION
- USER EXPERIENCE (UX) DESIGN
- CUSTOMER SEGMENTATION
- TARGETED CUSTOMER MESSAGING
- PRODUCT UP-SELL
SOLUTION FOR MEDIFAST:
We started by looking at the conversion rates and new customer behavior on the site both before and after the website update. We combined this data with new customer behavior, demographic and psychographic research from the company to create a solid action plan.
The company needed to make changes quickly and their development staff was waiting for instructions from us.
STEP 1: VALUE PROPOSITION
The company had made a change to feature the value proposition prominently on the site but we recommended the following:
Create an emotional connection, add values that correspond to psychographic research to the home page in a visual way.
Show, don’t just tell, modify the social proof section of the home page, include visual testimonials instead of just written testimonials and add a call to action to the testimonial pages.
Update the visual representations of the product – hire a food stylist and update the photos to make them more visually appealing but still realistic.
Change the visual representations of core product values to help instill confidence in new customers
STEP 2: NAVIGATION AND FEATURED PRODUCTS
We recommended a modification and simplification to the primary site navigation, adding a very clear point of entry to the main shopping section of the site as well as multiple points of entry on the home page. We also recommended they lead with their most value-centric meal packages instead of their most popular individual meals, focusing on the needs of the new customer who wanted a time-saving complete solution instead of taking the time to compile their own meal package. We also recommended performing an A/B test on the color of the “add to cart” buttons on the product pages to help increase conversions.
STEP 3: RETURNING CUSTOMERS
We recommended redesigning their login process for returning customers, allowing them to easily login to their accounts, view past purchases and reorder quickly.
MEDIFAST RESULTS:
- 6% increase in product cart additions in the first week.
- New customer conversion increased 12.5% after 4 weeks (after 60% of the recommendations were implemented)
- Returning customer conversion increased 5.6% after 4 weeks
- Average order size increased 20.3% for new customers after 4 weeks.