Boosting Revenue and Long-Term Success for Home Chef

CLIENT

Home CHEF

SERVICE

Digital Journey & CRO, Integrated Marketing, Personalization, Website Design & Development

INDUSTRY

Ecommerce / Retail, Subscription-Based

+2.4K APP DOWNLOADS

+83% clicks to reactivate subscriptions

+37.1% subscription sign-up

Background

Home Chef, a direct-to-consumer meal kit service, faced unique challenges in keeping pace with a competitive market. To drive growth without costly missteps, they partnered with Cro Metrics to identify high-impact, high-return ideas.

Challenge

Drive Performance, Reduce Risk

Home Chef needed to increase subscriptions, app downloads, engagement, and reactivations while reducing cancellations - all without risking costly trial-and-error approaches.

Solution

Use Experimentation to Optimize the Digital Customer Journey

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. For Home Chef, we applied a full-funnel, experiment-led strategy, using behavioral insights and 25 iterative tests to optimize the digital customer journey, build brand trust, and increase engagement.

Client Testimonial

“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

Methodology

Analyze, Uncover, Maximize

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.

Through 25 longitudinal tests, we iterated on multiple solutions, validating hypotheses and uncovering high-impact learnings:

Social proof and benefits in interstitials built brand trust and increased downloads
A personalized quiz drove engagements and sign-ups
Shortened landing pages increased conversions
Conversational language boosted reactivations
Highlighting app value increased downloads

With our experiment-led approach and database of over 30,000 prior tests, Home Chef continues to scale growth solutions sustainably, adapting to changes in the marketing landscape.

Results

+$9.2M Annual Revenue Impact

We helped Home Chef achieve measurable growth across subscriptions, app downloads, reactivations, and overall revenue, while creating a foundation for continued optimization and long-term success.