2019 ．Naturebox.com
Improving their marketing performance and raise the BtoB subscriptions
NatureBox is a healthy snack subscription commerce company which located in Los Angles. They have both BtoB and BtoC plans and iur job is helping them raise the subscriptions.
Design Goal Phase 1: Have more leads for office snacks Phase 2: Improve the performance of conversation rate
Challenge It was my first time working on the food relative website and I was really excited about it. As we know there were over hundreds of potential customers visiting this page but the subscription leads were extremely low. Therefore, my biggest task was to find out the reason and improve the performance of this site and the whole registration process.
Process & Result In the beginning, we invited some potential customers to test the eCommerce site. Aged around 25 to 45, both males and females and who bought healthy snacks at least twice in the last half-year. After this test, we found out all of them were only interested in the product which has photos. And then we tried to put a lot of photos into the page. But in the end, people started curious about nutrition. Like a regular snack eCommerce website, NatureBox.com has tons of delicious food images and inspiring descriptions which makes every visitor stay longer. But people always overlook the signup form and price section but never pay attention to it. Because both of them were at the bottom of the page and there were many distractions nearby the CTA. I've studied a bit of the office snack page and found out that people need to scroll down to the very bottom if they really want to register. And if the customer clicked the CTA on the top, they will be brought directly to the down and they won't have much chance to see those tasty content. Therefore, I designed this variant with a signup form on top and it performed so well. It gave both NatureBox.com and us a great faith and it also gave me a chance to do other tests.
Control  | Variant A |
After this encouraging result, I designed another variant to challenge it since we don’t have many resources. I put together the Infos from what we've learned from the previous user research and asked the copywriter to rewrite the content, headline, and testimonials. And it became our best version for the office snack page. The conversion rate increased by 225% and it had at least over 50 submits a day in the first week.
The following items are the differences from the first variant:
Remove category links from the header
Change CTA color and add the second line into it
High-light star products
Add more eye-catching images
An insightful moment within this project was a piece of feedback from the data, those who finished the subscription are mostly signed up by their desktop when their workday and time. That gives us a very interesting perspective view that we should spend more effort on the wider screen.
Clients: NatureBox.xom Role: Design Lead and visual communication Tool: Sketch, Zeplin Date: 2018 - 2019 Site: https://office.naturebox.com/