Discovery findings
Our user interviews revealed that the majority of our users don't understand some aspects of the product offering on our website. We sorted their feedback in 3 categories:
Product names
Users having a hard time understanding product names
“Why are the product names time based?”
“Why is this called For Today? Will I receive it today?”
“It was very confusing at first glance, but digging in I could start making sense of it..”
Product differenciation
Users having a hard time comparing products
“Why is the Forever bundle so expensive compared to For Tomorrow?"
“Why is there an STI test kit in this product but not on the Yearly plan?”
Product relevance
Users having a hard time understanding why they need certain products
“DNA fragmentation... that doesn't seem for me.”
“I don't think I need to freeze my sperm, even on TRT."
These findings raised a couple questions, leading to an encapsulating hypothesis.
Are isolated product pages making it harder to compare our plans upfront?
Are users confused by how we named our products?
Are users having a hard time understanding the contents of our bundles?
Hypothesis
Can we increase conversion rate if users understand our products better?
Solutions
3 experiments that transformed our strategy over 4 quarters
Make imagery matching the product.
As a starting point, we tackled experimenting on the less costly and somewhat impactful: product imagery.
3 very similar product images that don't give any visual clue on the value and the contents of each product. Circa 2021.
While brainstorming, the design team raised some crucial questions about visual representation:
01
What is the end product? Are we selling an at-home kit, or results?
02
How do you visually represent different periods of time, as in freezing for 1 year, 5 years, 25 years?
03
How do you differenciate two different analyses if the kit is the same for both?
We first decided to test visual cues on how products are upgrading from each other, adding more elements for each product in the line: 1 kit, 2 kits, 3 kits, etc.
Those product images are revealing a sense of leveling, but can be misleading due to the objects our clients won't receive at home (the grey tank and the darker box).
It was a success for having users understand the components of each bundle. Unfortunately, we were also introducing a lot of confusion.
3/10 users wondered what the grey tanks were, and if they had to to put them in their freezer.
The darkest green kits with the DNA analysis didn't even exist, misleading 4/10 users in thinking they will also receive a different kit for it.
We tested many versions, such as fronting: number of kids wanted, for how much time they need their sperm frozen, or numbers of samples frozen.
The most viable compromise
We landed on separating Testing and Freezing products via different colour backgrounds, while visually representing our reports on a phone. By adding the collection cups, we also attempted to make them understand the number of samples per bundle.
Colors help differentiate "testing" products from "freezing" products.
Talk to users in their language.
Making product names straightforward.
User interviews revealed that product names were confusing.
88% of clients referred to products they ordered with descriptiions, while 4/15 mentioned it was gimmicky and looked less professional to use the "For Today, For Tomorrow, Forever" paradigm.
We decided to confront those insights in a simple user test. We showed two different versions of a product page with product names as the single change.
What users have seen during the test.
Some insights from the form provided at the end of the test.
62% of users preferred when names were more explanatory.
4/12 found it gimmicky and less professional to have them named For Today, For Tomorrow, Forever.
Considering the feedback, we decided to change our names, expect For Tomorrow and Forever, the only bundles (they still got a one-liner added for extra clarity).
Product name changes.
Simplifying our medical language.
Product contents were written with our own medical jargon, and users didn't understand them.
Here's a few terms that were often not understood:
"Cryostorage"
"Is that the same as sperm freezing?"
"Samples & Vials"
"How many vials do I need for my situation?"
"STI testing"
"Why is it included in For Tomorrow and Forever?"
"DNA fragmentation"
"What is this? Do I need it?"
Based on users feedback from interviews, we experimented on using natural language for the shopping experience.
Rather than having them understanding our product, we shifted on trying to understand their journey, with questions such as "Do you want kids?", "How many kids are you picturing?", "When do you want them?".
The flow of questions asked to the users in the recommendation experience.
That shift in communication led to a better recommendation experience, resulting in 5x conversion rate compared to the website, and doubling Average Order Value.
A/B testing our product cards
Propulsed by the wins on our recommendation quiz, we wanted to apply that natural language on our product card, and put them to the test.
Users have seen cards with medical language, or tables with natural language and better explanations.
After two weeks of A/B testing, we reached statistical significance:
Revenue increased by 126% on the freezing page
Average Order Value 54% higher than the control
Interesting fact, we didn't see a change in conversion rate, meaning our change was educating better on our product offering.
Make testing and freezing really distinct.
Ending the "For today, For tomorrow, Forever" paradigm.
Imagery and content were the easiest parts to solve. The elephant in the room had to do with how we categorize products. We used to showcase our products with the "Fort Today, For Tomorrow, Forever" gimmick, but it was the same as putting T-shirts and socks in the same rack and having clients comparing them.
Why would someone wanting to test their sperm compare it with our freezing plans? Our different personas had very different jobs to be done.
Now that we decided to separate those categories, two opportunities emerged:
Reintroducing hidden entry-level or premium products for each category
Create custom descriptions with each Job To Be Done in mind.
The entire product line, divided with purchase behavior in mind.
The "Shop all" page issue
From social media campaigns, a lot of users were sent to Shop all page, accounting for 20.18% of website traffic.
While it’s standard in most e-commerce scenarios, it was doing harm for Legacy, because users need so much education prior to conversion. They can't be convinced on an insurance for such a budget, just by only seeing the product without proper reassurance.
We decided to experiment on separating our offering on distinct landing pages, allowing us to expand on education and follow a logical journey for them.
Before: Our most visited page, with products displayed without any education.
After: Two different flow for different jobs to be done.
Overview of each landing page.
Our For Today product can now be compared to its premium version.
Our 3 plans can now be compared to each other and create an anchoring effect, increasing user's average order value.
Results
Statistically significant positive results.
Not only a success, but a foundation for more impactful user journeys.
Based on the success of these experiments, new doors opened. Here are some key results:
Testing page
Conversion rate
+92%
compared to Shop All page
(+51% revenue)
Freezing page
Conversion rate
+140%
compared to Shop All page
(+126% revenue)
Recommendation quiz
Average Order Value
2x
compared to historical shopping experience
+31%
recommendation quiz completion
+
Ability to send social campaigns traffic to continuous journeys.
Credits
Designers
Mathieu Preston
Janel Musco
Myriam Pilon-Domenack
Management
Fabien Laborie
Ai Rousseau
Dave Lastovskiy
Matt Wozny
Kate Good
Content
Development
Daren Morreale