Case Study: CRO For The Good Stuff

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eCommerce Conversion Rate

The Good Stuff is a partly owned subsidiary of Flywheel, selling ready-to-blend smoothie packs via their website to the Greater Vancouver Area. It works very similar to a meal kit service. Flywheel manages their full suite of digital marketing including paid,
SEO, content, and CRO.

Context

In January 2019, we identified via analytics indicated that users on mobile were converting at a far lower rate than desktop. Although this is common, mobile traffic still made up 55% of The Good Stuff’s traffic, representing a significant opportunity to improve.

Process

Through user research and screen recordings, we found that users were having a difficult time keeping track of their order on mobile – this was particularly important as The Good Stuff has specific rules for order quantities (e.g. minimum 6 smoothies, 12 for free delivery, etc).

To address this, we reworked the mobile order function to include single-tap cart review and persistent filters + guides as the user scrolls.

Result

In a two-month period after implementing the findings, The Good Stuff saw a 179% increase in mobile conversion rate:

Snapshots of Our Work

The Good Stuff Case Study — A look of the before and after of our conversion rate optimization.

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