True Botanicals.
Transformed digital experience to achieve $2m ROI increase in 12 months
Optimizely Case Study
Primary Goal.
Our objective was to boost mobile CVR by 25% amidst a complete site redesign. We not only met this ambitious target but also generated an additional $2M in ROI.
The strategy behind the outcome.
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Step 1. usability studies during redesign
As the lead UX researcher on the project, I worked closely with the creative director and design team throughout the site redesign to determine the best MVP to launch. This took months of launching and gathering survey data and conducting usability studies.
- Email + post purchase surveys
- NPS Scoring
- Unmoderated Usability (Loop 11)
- Lyssna: Preference + First Click Test
- 3mVas: Predictive Heatmapping
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Step 2. fast paced a/b testing
Conducted 200+ a/b tests during my time on True Botanicals through a fast paced experimentation program, always learning and iterating based off of quantitative data (GA, Shopify, Recharge) as well as qualitative data through usability studies, surveys, heatmapping software.
- Led quarterly roadmapping + ideation
- Prioritization through PXL framework
- Weekly results presentations
- QBR presentations to stakeholders with revenue impacts
- Worked closely with design + devs on approach
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Step 3. implement winning variations and iterate
E-commerce is constantly evolving, and there's no such thing as a 'perfect' website. There's always room to optimize and innovate. While we achieved a 66% win rate, we continually pushed boundaries by testing both data-driven solutions and bold, out-of-the-box ideas.
- Data Analysis
- Hypothesis + KPIs
- Design + Develop
- Test
- Iterate
66% Win Rate.
We maintained a 66% experimentation win rate throughout the two years I worked on the client. Without the key learnings from surveys, usability studies (new users, light users, medium users & heavy users), and analytics this would not have been possible.
