Project: True Citrus

Homepage Re-Design

KidsStrong is a children’s physical activity program with locations across the US. We were brought in to decrease Customer Acquisition Cost and increase Conversion Rate.

This initial engagement set the stage for further user testing and AB testing roadmaps.
58.68%
Increase in Conversion
40%
Improvement in Bounce Rate
(Scroll Me!)
Problem
TrueCitrus has many products, each differing in purpose. However, their imagery and copy did not do a great job of explaining what the products were and their differences. The user experience made it difficult for users to convert.
Solution
By creating captivating copy and imagery as well as cleaning up the user experience of the page (clear hierarchy of information and CTA’s), we were able to ease the user’s challenge of distinguishing product differences and navigating to conversion paths
My Role
With the help of Mavan’s creative director and head of data, I co-lead the initial analysis, test planning, and design execution. I presented designs and  testing ideas to client as well as working with them to ensure correct brand execution.

Part 1: Analyze and Plan

Website & Competitor Analysis
We decided to go with a competitive analysis to see how True Citrus stacked up against other best-in-class powdered beverages. We also noted navigation confusion in the initial Google Analytics review with out head of data.

I wanted to focus on how the other competitors positioned their differing products, as well as imagery and the experience guiding the user to the product page. I found True Citruses navigation and product differentiation very confusing compared to the others.

I found True Citrus to be lacking in how they not only showcased their products, but explained them to the user as well.
Creating a Testing Plan
After distilling the information gathered from the competitive analysis and Google Analytics data - a few testing themes were presented to client with testing ideas noted under each.

The first group of ideas related to the inability of users to easily navigate to or understand different product categories. This would include bringing the product categories straight to the homepage.

The second group of tests had to do with cleaning up the actual navigation of the website, something we felt would greatly help users in the long run.

Part 2: Making the Design

Wireframing
Once we were aligned on the testing plan with the client and our internal team, I began creating the wireframe of the homepage.

The goal here was to gain alignment with the client before the true design work was done.

The client was very particular about a few things on the existing page so we wanted to make sure they were ok with what was removed and added in this step.

We also wanted to bring to flesh out what information we would need for each product category.
Crafting the Design
One of the largest challenges of this design was cleaning up a brand that was not fully fleshed out. That is to say there were a lot of comments and revisions along the way working with the client to bring their brand more to life.

But in the end we were able to greatly clean up the overall experience of the design. We edited images to be bright and inviting (as well as showing the product in action). We made it easy for users to understand what each product was and by bringing it straight to the homepage remove a few steps. We also gave the user two easy options - got o product page or help me find in store.

Part: Testing and Results

58.68%
Increase in Conversion Rate
8.6%
Increase in Engagement
40.69%
Improvement in Bounce Rate
This was an AB test ran over 4 weeks and 33,752 users. The new homepage significantly improved engagement, form starts, and bounce rate. Because of this, it was determined that the new homepage was a winner.

An interesting takeaway from the data, however, was that while form starts were improved on the new variant, form submissions (on the location page) were similar between variants. This suggested that the homepage was effective, but the next page in the flow would need to be improved.

Full Design

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