JOIN THE COMFORTABLE

In August 2018, we relaunched the MeUndies Membership program; a subscription to our core Undies and socks. With the relaunch came new Member benefits including discounted pricing, exclusive prints, and a promise of building culture and community around the program.

 

improving conversion

Within the first few months of re-launch, we found that users who visited our updated landing page were less likely to convert than customers who were directed to our sign-up flow. Our team decided to investigate what was going on with the landing page by conducting usability tests on the landing page itself. We found that customers were left with a few key questions that would result in conversion:

  • What is the product I’m subscribing to and what is it like?

  • Who is this program meant for?

  • How hard will it be to quit the program if I decide to?

  • What does “exclusive prints” mean?

 

QUALITATIVE BENEFITS TESTING

Once we realized how shallow the customer understanding of our program was, our cross-functional Membership team decided to go back to the drawing board. Working with our creative and copywriting teams, we assembled a test to evaluate the language we were showing on site. We started by testing comprehension of the benefits we were listing to ensure that our language was being interpreted correctly. Once we had a solid set of program benefits, we conducted an additional test asking customers to rank the benefits in order of importance and to explain their ranking. We found that for new customers who were unfamiliar with our brand, the most important information was

  • Money back guarantee

  • Product quality

  • Human-driven customer service

 

QUANTITATIVE CONVERSION TESTING

With our newly established benefits hierarchy (including new customers and returning customers), we set out to test the efficacy of the new page with real customers and ad dollars. In order to get to insights as quickly as possible, we built a landing page on a 3rd party platform, requiring no engineering effort. We incorporated new imagery that aligns better with our brand DNA and included product imagery on real customers to illustrate the variety and fun that our program provides.

Our growth team turned on Membership advertisements, based on previous high performing creative, and we began directing customers to our newly designed landing page. Within our testing period we found significantly lower CPAs for new customers and significantly higher subscription rates than our existing landing page during the 2018 re-launch period. With these metrics and insights, we were able to slate in the full redesign/build of the landing page, which is currently in development and expected to launch soon.

 

BUILD YOUR COLLECTION

Another result of this test was that we were able to begin to refine the way we talk about our Membership program in a way that resonates better with our core customers. Instead of “Joining the Comfortable,” we have reframed the program to focus more on curation and the fun of collecting our limited edition prints. Our new “Build Your Collection” tagline has resonated more with users and they are more quickly able to explain what the program is about and what it’s for. As we continue to evolve our program, we’re building out new benefits and features. The success of our cross-functional team in driving change and delivering insights has created and inspired a more user-centered process to building the program, with an emphasis and focus on customer research.