Understanding Customers Across A Non-Traditional Funnel
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Analytics
Understanding Customers Across A Non-Traditional Funnel
WOW! is a leading provider of high-speed internet, cable TV, and phone services in the United States. With a mission to provide reliable and affordable services to its customers, WOW! has been consistently delivering exceptional connectivity solutions for over two decades.
As WOW!‘s Conversion Rate Optimization partner since 2019, we leveraged analytics to provide longitudinal performance and key insights derived through A/B testing.
The Challenge
WOW! has a unique business model in that its products and services are limited to serviceable geographic areas. As such, they need to understand how to best reach their target customers and ensure an ideal customer experience for those who are within their ideal customer profiles. As one can imagine, the customer journey and onsite experience are fraught with nuances in aspiring to this goal.
The Solution
Due to the unique customer journey, a typical funnel analysis wasn’t going to suffice. We began by ensuring we were properly capturing and collecting data, and that analytics were configured optimally against customer use cases and KPIs. This included incorporating website analytics and marketing data into a data warehouse. From there, we configured multi-dimensional funnel analyses, allowing for filtering based on key attributes such as geography, traffic source, device, product and service types. Because determining customer serviceability is complex, we created visualizations to easily understand each aspect of the customer journey. This reporting evolved to include comparison metrics based on key events, such as market shifts, a site redesign, and a CMS integration.
Results
WOW! has plenty of data, but they weren’t sure how to use it to improve their marketing efforts. For example, how to measure whether efforts to improve page speed are having an impact on conversion. Or identifying break points in the funnel and separating out increased traffic from existing customers, versus new customer targeting. By removing confounding variables, these visualizations allow WOW! to extract signal from the noise and get a clearer picture of what is driving conversions.
WOW! now has readily accessible data to drive key business decisions—particularly understanding how consumers use the site and how best to position the site across consumer and business markets, and how to best understand product and service adoption, upgrades, and upsells.
We continue to actively work with the WOW! team, providing analysis, and iteration on their reporting tools, helping them uncover and capitalize on opportunities for growth.
Ready to transform your business and drive growth?
Iterative Experimentation Outperforms the Traditional Website Redesign
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CRO
Iterative Experimentation Outperforms the Traditional Website Redesign
Metromile is the leading pay-per-mile car insurance company in the U.S., and one of the first innovators in disrupting the $280 billion personal auto insurance industry.
customer acquisition cost
return on investment
The Challenge
As with most innovations, market education is crucial to adoption. Having already established a robust channel experimentation program, Metromile was no stranger to testing. However, the ad hoc website testing wasn’t achieving the results they needed, so Metromile turned to Cro Metrics with the goals of lowering Customer Acquisition Costs (CAC) and increasing conversion rates.
The Solution
Initially, Metromile had considered a website redesign to solve its lower than expected conversion rate. After successfully lowering CAC and increasing conversions on Metromile campaign landing pages, we zeroed in on the most impactful experiments and applied these learnings by developing a series of tests to reduce friction in the primary quote funnel. Early success led to a series of iterative tests, leveraging insights based on positive customer response.
Results
Not only did Metromile abandon its idea of a redesign, but saved a 7-figure investment in the initiative. Cro Metrics effectively redesigned the website through iterative testing, leading to a 17% reduction in CAC and 28X ROI for the program.
Ready to transform your business and drive growth?
Boosting Revenue and Long-Term Success for Home Chef
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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.
APP DOWNLOADS
clicks to reactivate subscriptions
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 through multiple solutions for every challenge. With over 30k tests in our database, we always have a strong foundation to start from.
Here’s how we broke down the challenges and tested to find sustainable, scalable solutions.
The Goals
Increase subscription sign-ups, subscription reactivations, app downloads and onsite engagement while reducing overall subscription cancellations.
Our Hypotheses
For such a holistic challenge, we looked at the full marketing funnel, and built out which areas would be the most valuable to test into.
- Build brand trust
- Engage more closely with customers
- Optimize the on-site experience
- Highlight into brand value
Results
Through 25 total tests, we iterated multiple ways in to build on our hypotheses, and came out with 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 partners (97.1% of them), Home Chef continues to work with us to build onto the successes from these tests and more. With our continued learnings we’re able to continuously optimize 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 testing roadmaps, help us propel clients, like Home Chef, to the next stage of growth.
Learn more about how Cro Metrics can evolve your business.