User Experience

A leading subscription delivery service reduces customer acquisition cost.

The Problem

A subscription based kit manufacturer and distributor had a very low conversion rate. They investigated the problem and found that it was due to problems in their sales pipeline, but they were not quite sure where exactly it was occurring.

The Approach

Vartheta setup a lead conversion funnel in Google Analytics in order to determine the abandonment rate and website metrics at each page the user visited for the checkout process. It then identified three key pages causing the lost customers.

The Solution

Vartheta created four separate page designs for each of the poor performing pages and applied a statistical model in order to determine which one yielded the highest conversions. The result was an improvement in conversion rates by 30% and a reduction in the cost of customer acquisition by nearly 45%.

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