Cross selling at Numan
The goal for Q2 2021 — increase the percentage of multi-subscription customers by 4%.
Many customers come on the website because they’ve seen an advert of the particular meds that they want to purchase. The company loose the potential for cross-selling relevant products to these customers and increase revenue. The customers are also loose the chance to build more effective treatment plan for themselves.
Because of lack of development time — solutions must be simple, easy-to-implement, and if possible, require only changes on the front-end side (no heavy back-end changes).
Design, research, ideation — Me
A/B testing — Product Manager
Analysis of internal data — Growth Analysts.
Phase 1. — Research.
I started my design process from exploring how the current user flow worked and how I could change it in a way to increase the requested metrics. In order to do so I used several tools and techniques:
- Conducted a certain number of surveys using tool.
- In particular:
- general website test that covered user experience through homepage, category and product pages;
- ED (erectile dysfunction) specific flow from product page to order summary: separately for mobile and desktop.
- Account section test to find out user behaviour after they subscribed for the treatment.
- Historical data collected by internal system. To find out patterns in user behaviour. (It was done by Growth Analyst and Product manager).
- Hotjar heatmaps and recordings.
- Competitors analysis.
- Intuition (simply go through the flow by yourself and write down all the problems you faced during the process).
- The majority of users starts their journey from the questionnaire and are not able to explore other products. Solution: seamlessly implement cross-selling functionality into existing subscription flow.
- Users do not understand how additional products relates to the main product they purchase and how they can help to solve their health issues. Solution: Give them more information about the products.
- Up until this point we use “recommendations”. Suggestion: try to be more “pushy’ and make add-ons as a part of the flow.
Phase 2. — Ideation.
Since we hadn’t much of dev. time and tried to mitigate risks I decided to explore one relatively large idea and several small tweaks that can be quickly iterated. Some of them are showed below:
- Big idea: Guided flow. Instead of recommending additional products, make them a part of the flow (and lure users into choosing add-ons).
- Tweak 1: Test different designs of add-ons.
- Tweak 2: Add additional step with the relevant add-on recommendation.
Phase 3 — Design.
- Summary: By Guiding the user through a series of steps detailing how different products could be of a benefit to them based on the questions they have answered.