ThrillX | UX/UI Design Agency | World Class Digital Products

Helping Scrubby increase conversions by 134% and traffic by 9X

The Lion Group, an eCommerce accelerator for Fortune 500 firms and fast-growing startups, outgrew its website. We did a full revamp, including conversion-focused design, messaging, and strategy.

Connecting football fans with their favorite athletes

Optimal Sports is an L.A based football sports marketing firm working with some of the world’s best athletes and players. As their athletes started landing huge brand deals and endorsements, Optimal needed an e-commerce website to start selling merchandise. They required a custom membership portal where users can get access to exclusive perks and prizes such as monthly raffle entries, private Snapchat stories, and more.

Platforms

Web (Responsive)
Shopify

Roles

UX/UI Design

Digital Strategy
Icon/Illustration
Shopify Development

Deliverables

Responsive Web Design

Shopify Development

The Results

134%

Increase in conversions

9X

Increase in organic monthly traffic

2.5X
Increase time on page

SEO Optimization post-launch

Through our SEO work, Scrubby saw a 101.6% increase in total impressions and 72.4% increase in clicks.

Research and Discovery

Fiddler’s Green CBD sells premium products, and they needed a premium website to match. To do this, we redesigned the website utilizing a beautiful marigold yellow to elicit emotions of joy, happiness, and premium products. We complemented this with the brand color of a scarlet red for the call to action buttons to encourage users to make a prompt action, helping conversions. The branding and colors work seamlessly with the website copy and imagery.

Deep-dive into the current state

Prior to the redesign, Fiddler’s Green had a separate product for each strength variation of their CBD Tinctures. For example, they had 3 separate products for Tinctures which included a product for 750mg, 1500mg, and 3000mg. We discovered that users found this frustrating and not intuitive. We combined any products with different strength amounts into one single product which is shown on the left. Users can then select their desired strength and flavor through the radio buttons which is much more intuitive.

User tests (volume up)

During our strategy consultation with Fiddler’s Green, we discovered that their best selling product was their Tinctures which came in 3 different strengths. Similarly, we determined that one of Fiddler’s main value propositions is that they are able to offer triple the dose than competitors at a much lower price. We decided to combine these two aspects perfectly into a product slider on the homepage. The title reads “Triple the dose at a lower price” while users can physically switch through the various strengths and see the respective value prices in action.

Full Data-Driven Audit

Fiddler’s Green CBD sells premium products, and they needed a premium website to match. To do this, we redesigned the website utilizing a beautiful marigold yellow to elicit emotions of joy, happiness, and premium products. We complemented this with the brand color of a scarlet red for the call to action buttons to encourage users to make a prompt action, helping conversions. The branding and colors work seamlessly with the website copy and imagery.

Maximizing above the fold

1) The headline lacked a clear value prop of “what’s in it for me” and what the core value prop of Scrubby was, leading to drop-off.
2) No way of immediately reducing FUDs (fear, uncertainty, doubts) and building instant trust to motivate them to further engage with the website near the critical action point of signing up.
3) According to the HotJar heatmaps, 84% of users reached this point (16% drop-off). This is the average fold which is the average portion of the website that is visible to users without having to scroll down.
4) At this stage, 75% of users reached this point with a noticeable 25% drop-off. Key opportunity is how do we motivate users to continue scrolling down to other critical sections of the site.

More intuitive navigation experience

1) 8.18% of users click straight onto pricing from the top upon landing on the website without having any other context of the value proposition outside of the header. A potential issue and conversion blocker is that upon users clicking on one of the items and getting taken down to a section of the page, they have to scroll all the way back up just to get to another section. This was demonstrated in several user recordings. This isn’t an optimal user experience considering that the website is just one page in total. Users who scroll down to pricing and don’t have enough information to convert (skipping all of how it works, why verify, etc) may just bounce and exit from the website.
2) Since people go straight to pricing, we want to be strategic about the information that is above and below that section to maximize conversions. Other pages visited are how it works + FAQ.

Lack of opportunities to convert

1) In the screenshots on the right-hand side, these are click maps that represent areas where users click on the website. There is a substantial amount of movement and clicks on several key sections of the website. Namely, the how it works section, why verify section, etc.
2) If a user does not convert at the top of the website where the primary CTA is, there is no other opportunities for them to convert in their user journey outside of the pricing section at the bottom of the page.

Optimizing the Pricing Experience

1) Lots of clicks and movement registered around the Growth Plan box rather than the primary call to action button itself (Get 100 Free Credits). Here is an example of a recording where a user actually clicked on the entire box and the box underneath it, thinking that it was clickable.
2) Heatmaps indicate a lot of clicks and movement around the pricing and credits area. Several recordings showcase users thinking that they can click on the individual credits from the table rather than going with the Growth Plan – Example 1, Example 2. Assumption is that people think the comparison table is a place where they can buy a specific number of credits for a specific amount despite the table being primarily informational in nature. The first three credit options in particular (1k, 5k, and 50k) have the highest amount of movement and clicks, implying that users may want to purchase a custom amount of credits.

Reorganization of content

1) Headline conveys ‘safety’ aspect combined with scale for added persuasion. Subheader clearly conveys the pain point that users experience while positioning Scrubby.io as the ideal solution and fix. Value proposition now answers ‘what’s in it for me’ and adding the word ‘only’ conveys the unique competitive advantage.
2) Changing CTA to ‘Try it Free (100 Emails’) is more direct, actionable, and benefit-oriented than ‘Get 100 Free Credits’ (users don’t know what credits are at this stage of the site). Add microcopy underneath to reduce fear, uncertainty, and doubts of users.
3) Social proof of logos added within the visible fold of the website to build immediate trust with users upon landing. Adding an additional row of logos is more powerful as social proof works best when used at scale.
4) A picture is worth a thousand words. Similar to competitor websites, introducing a relevant picture of your software can help users visualize what they are signing up for and can expect while also subtly communicating your value proposition.

Inspiration Gathering

Optimal Sport’s homepage featured an interactive slider of all its athletes, several sections dedicated to explaining its membership program, and a quickly accessible best sellers product carousel. The page is full of high-quality shots of its athletes on the playing field.

Inspiration Gathering

Optimal Sport’s homepage featured an interactive slider of all its athletes, several sections dedicated to explaining its membership program, and a quickly accessible best sellers product carousel. The page is full of high-quality shots of its athletes on the playing field.

Global Design System

Fiddler’s Green CBD sells premium products, and they needed a premium website to match. To do this, we redesigned the website utilizing a beautiful marigold yellow to elicit emotions of joy, happiness, and premium products. We complemented this with the brand color of a scarlet red for the call to action buttons to encourage users to make a prompt action, helping conversions. The branding and colors work seamlessly with the website copy and imagery.

Filter

1) Asking for credit card information as the first step gives people the impression that the primary intention of signing up is to collect payment rather than provide a valuable service. Users are significantly less likely to give away credit card information as one of the first steps in creating an account. They are much more likely to give away less valuable information such as their name, company name, etc. Consider switching the two steps.
2) The sweet point for form conversions is 4 fields or less. HubSpot found by conducting a study that conversion rates increased by almost 50% when reducing the # of form fields from 4 to 3. A low-hanging fruit to simplify the sign-up experience and reduce the # of form fields is combining first name and last name into one form field that reads ‘Full Name’.
3) Sign-up forms that include mandatory phone number fields can reduce conversion rates by up to 52%. Is a phone number absolutely necessary to collect in the sign-up procedure?

Slliding cart

1) Consider removing the Scrubby logo at the top of the payment form since users already know the website they are on at this stage of the journey and replace it with clear copy that clarifies they are unlocking a 7 day free trial and are not being charged immediately.

Optimizing checkout

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Home

Optimal Sport’s homepage featured an interactive slider of all its athletes, several sections dedicated to explaining its membership program, and a quickly accessible best sellers product carousel. The page is full of high-quality shots of its athletes on the playing field.

CRO Optimized Product Pages

Optimal Sport’s homepage featured an interactive slider of all its athletes, several sections dedicated to explaining its membership program, and a quickly accessible best sellers product carousel. The page is full of high-quality shots of its athletes on the playing field.

Helping Optimal scale its digital marketing

The average person would look at the new Fiddler’s Green website as just a visually aesthetic interface. But what they don’t see is the multiple hours put towards strategy, world-class UX, and an optimized shopping experience that allows Fiddler’s Green to uniquely position itself in the marketplace like never before.

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