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Meal Preparation Kit &
Kitchen accessories
company experiences
3x RoAS & 25% conversion uplift.

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Initial Audit:

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GA Data Audit

Our findings:

  1. 1. Organic traffic convert at higher rate.
  2. 2. Conversion rate is better on desktop.
  3. 3. Males convert better.
  4. 4. Untapped potential of returning users.
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Understanding User Journey & exit points

Our findings:

  1. 1. Lesser than 60% of the users reach CTA Zones
  2. 2. Users spend most of the time in the section without the main CTA — “ Secure Checkout”

User flow:

Traffic
source

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Campaign

arrow-right Product
page
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Add to
cart

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Checkout

Problem Statement:

Low add-to-carts from users landing on product page directly form the traffic sources.

Hypothesis:

Development of conversion-focused landing page synchronizing with the ad-campaign.

Approach:

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Heuristic Drilldown:

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Understand the complete flow and identify psycho- logical leakages in it. This drill-down will help in understanding the whole user journey from their point of view.

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Analysis of user sessions and heatmaps:

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Transcribing 7- days of user sessions and scroll maps using hotjar. This process will tell how exactly the users are interacting with the elements present on the page.

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User surveys & squint test:

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Conducting user survey on the product page to understand what exactly are the friction points on the page. The squint test will help us understand the immediate impact of the product page.

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Google data insights:

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Google Data Analysis helps us understand how exactly should the campaign side be tuned. Additional indicators like bounce rate and avg session duration, we understand which users are positive towards the landing page.

Tools used:

Results

Upon Implementing the
actions following were
the results.

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3x

Increase in campaign RoAS

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result-1

25.3%

Conversion uplift

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result-1

3.6%

Increase in Add-to-carts

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