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CRO
Boosting Revenue and Long-Term Success for Home Chef
As a direct-to-consumer meal kit service, Home Chef faced some unique challenges when trying to keep up with the competition. Looking to make strides without costly missteps, they partnered with Cro Metrics to help them find and expand on high-impact, high-return ideas.
+2.4K
APP DOWNLOADS
+83%
clicks to reactivate subscriptions
+37.1%
subscription sign-up
Cro Metrics’ involvement has allowed us to double our A/B testing speed so that we don’t have to do everything internally and we can focus on other priorities. They really know our business, and we’ve learned together what works well and what doesn’t.
– Senior Manager of Product Insights, Home Chef
The Cro Metrics Process
Our strong culture of experimentation allows our experts to break down and test multiple solutions for every challenge. With over 30k tests in our database, we always start with a strong foundation to accelerate our clients’ speed to impact.
Here’s how we broke down the challenges and tested to find sustainable, scalable solutions.
The Goals
- Increase subscription sign-ups
- Increase subscription reactivations
- Increase app downloads
- Increase onsite engagement
- Reduce overall subscription cancellations
Our Strategy
For such a holistic challenge, we started by using Iris, our integrated reporting and data platform, to track and analyze the digital customer journey. This allowed our experts to clarify what was actually working, what wasn’t, and uncover opportunities for maximum impact. From there, we built a quantitative, full-funnel strategy and roadmap that included initiatives to:
- Build brand trust
- Engage more closely with customers
- Optimize the on-site experience
- Highlight into brand value
Results
Through 25 longitudinal tests, we unlocked additional growth opportunities and identified some key high-level learnings.
- Social proof and benefits in interstitials build brand trust and increase downloads
- A personalized quiz drives engagements and sign-ups
- Shortened landing pages lead to more conversions
- Conversational language boosts reactivations
- Highlighting app value increases downloads
Like most of our enterprise clients (97.1% of them), Home Chef continues to work with us to build on the success of the initial strategy. With our continued learnings, we’re able to build and refine growth solutions no matter how much the marketing landscape changes.
At Cro Metrics, our track record of results starts with more than 30,000 client experiments under our belt. Our time-tested experiment-led process, bank of winning test results, proprietary analytics tools and high-impact growth roadmaps help us propel clients like Home Chef to the next stage of growth.
Learn about how Cro Metrics can accelerate your business growth.