35% Conversion Uplift
10XL collaborates with NZ’s hottest CPG startup, Dose & Co.
The Story
Dose & Co is a collagen supplement brand created in 2019 by nutritionist and naturopath, Libby Matthews.
After struggling with postpartum hair loss and numerous other health issues post-pregnancy with her first child Maxwell, Libby wanted to create products void of fillers, suspicious sweeteners, and nasties that outweighed the benefits of the supplements themselves.
This passionate pursuit was what led to the conception and birth of Dose & Co.
Going beyond conventional wisdom
Dose & Co already had an above-average conversion rate, so we needed to dig deeper to deliver big results.
We proposed mining Website Analytics, Heatmaps & Video Recordings for data, then collaborated with Neurospot to apply a more in-depth behavioural economics and customer psychology lens.
Together, we tackled the conversion challenges from three different angles: Heuristics, Research Data & Consumer Psychology.
The Challenge
With the need to gain clear UX insights to fuel international expansion, We collaborated with ZURU Edge and equity partner Khloè Kardashian to help Dose & Co to improve conversions and unlock the brand’s potential for ecommerce.
Dose & Co.
Initial Performance
Ecommerce Conversion Rate
The Solution
Finding the right problems to solve with data.
Stage 1:
Diagnosis
The team began with a UX and behavioural audit to generate a range of solutions that could be tested and implemented. This included:
Page by page review of the customer journey
Review of major past changes and the corresponding impact on results
Audit of elements within the site design that could influence conversion/sales, and what could be enhanced
Review of real customer journeys via Hotjar and Google Analytics to see what customers were actually doing on the site and where the greatest opportunities lay.
Stage 2:
Hypothesis Generation
After identifying parts of the site that was underperforming, we used existing decision-making frameworks from the world of behavioural economics to pinpoint what was causing these outcomes.
Were people able to respond how they wanted to?
Were they motivated to act?
Were we presenting consumers with the right triggers?
The team came up with a range of hypotheses and used data to rule out any confirmation bias. This narrowed us down to three main hypotheses about what was holding customers back from following through and purchasing.
Stage 3:
Test & Learn
With a clear view of the most important problems to solve, we were able to make simple, yet impactful changes to the site content and user journey which reduced some of the barriers to purchase, affirmed customers’ interest to purchase – and increased their motivation to take action.
While some changes made were defect remedies, most solutions were A/B tested in a live site environment to determine the real impact on future customer behaviour and ecommerce revenue.
Optimisation Results:
+35% Conversion Rate
In delivering CRO for Dose & Co., we enhanced their sales funnel, improving key friction points to drive more product page views and ultimately, conversions. We attribute that to good research, good methodology, good insights and ideas, and one great client.
Today, Dose & Co. is a major player in the global collagen market. You can find them on a supermarket shelf near you or online at dose&co.com.
For more digital marketing magic, get in touch with the 10XL team.
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