Stories connect customers with your product
The business challenge:
Customer retention didn't meet industry benchmarks. Customers told us the number one reason they cancel is because they're unaware of all their benefits.
For example, in the healthcare category, customers can talk with an expert, get referred to a doctor for a prescription, and even order their prescription for home delivery without leaving the comfort of their couch. However, we discovered most customers didn’t know this.
My team's role:
We wondered if we could make the membership more sticky by simply doing a better job of connecting the dots for customers, right where we saw the highest amount of drop-off. We updated the experience with more compelling imagery, pithy copy, and easy-to-navigate UI.
The results: Take a peek below.
Here's a look at the flow
Happily, our hypothesis proved to be a big winner, resulting in a 53% increase in engagement and a 7% lift in net revenue.
