building a subscription ecommerce platform
At Imperfect I relaunched the company’s subscription platform to simplify customer acquisition, boost retention and revenue in an ambitious expansion plan resulting in the team’s Series A award.
The team had a low powered mvp site on Squarespace and a 3rd party inventory management system Delivery Biz Pro. Imperfect needed a retool of the platform for service expansion and revenue milestones to achieve the next round of funding for broader expansion east. The team also lacked analytics tracking to monitor performance.
The first challenge was to simplify and track the customer acquisition funnel. I sat within our custom success team for customer feedback and created a simplified selection and checkout process for our subscription platform.
Our customers wanted:
- Skipping and control over deliveries
- Checkout in Simple Steps
- Easy copy-paste discounts
- Clear delivery information
Partnering with our executive team and an outside designer, I refined the signup flow to 5 screens, separated into short steps. And reduced the signup time from 8 min to 5 min. This in conjunction with a redesign and simplification of the user dashboard made signing up and managing your new subscription fast and friendly.
In parallel, I designed and installed the latest Google Analytics on our new streamlined site for a comprehensive view of our platform. With this we could monitor conversion, drop-off zones, ux patterns, and acquisition trends. With these improvements in place, I then worked with customer success and simplified the referrals process from 8steps to 2steps.
Weekly referrals jumped from 250 – 900, a 2.6x increase and big win as referrals had historical double-digit conversion rates and never went below 7%. Our site enhancements in customer flow and checkout curbed customer drop-off by 43% and helped our marketing and operations swiftly expand into four new cities along the West Coast.