Launching Vivactive as a Direct-to-Consumer brand MeasurementUser ExperienceIntegrationCheckout DesignSubscriptions Subscribing to confidence Vivactive.com is a subscription-first D2C site for Vivactive’s range of incontinence products, hot on the heels of our success in growing the Incontinence Choice retail side of the business. We developed the Vivactive site from the ground up, preparing it for international expansion. We conducted extensive user research to design a series of user journeys aimed at driving a combination of incontinence subscriptions and one-time purchases, mapping it to different types of customers and use cases. Subscriptions First Pack Free User Journey Our user research showed that customers new to incontinence products come with a lot of doubts and emotional baggage to their first purchase, making them more subsceptible to behavioural nudging. However when they find a brand that works they tend to stick to it, only making small tweaks to size and other product attributes over time. To capitalise on this insight, we worked with Vivactive to implement a “first pack free” user journey, enabling us to move customers quickly from awareness into product trial and subscription set-up. Checkout Design Vue Checkout Checkouts need to be simple and fast to complete. By building Vivactive’s checkout on Vue.js we were able to make use of components for a more considered architecture and more control over the UI/UX. And crucially – faster page load speed. We tested various prototypes to make some key decisions on design, enabling us to minimise the amount of user interaction, and improving both conversion rate and customer satisfaction. Integration Customer reviews and Q&A on the PDP Customer reviews and Question and Answers modules are ideal for new customers exploring a new category of products. They provide both the information the customer needs to make a decision, as well as the social proof that makes conversion more likely. We integrated with Yotpo to bring these features to the site’s PDP section. User Experience Account Area UX Design Account area design is crucial for ecommerce businesses with subscriptions, as customers need to access their orders, adjust their subscriptions and skip orders, amongst other things. Our research shows that whilst the storefront is key to conversion, account area design has a huge bearing on customer satisfaction and loyalty. We designed the account area with a minimal approach, concentrating on key features such as bringing forward or skipping next deliveries. If customers don’t have subscriptions active, promotional banners display featuring subscription benefits. User Experience Quick Buy To ensure customers don’t lose track of of the product range, we implemented Quick Buy functionality, taking the user to a product description page (PDP) modal whilst staying in the product listing page (PLP). This is not only more convenient for users, it can also help increasing AOV by enabling users to consider more products before they go deeper into the basket and checkout steps. Measurement Lifetime Value Analysis Lifetime value monitoring and growth is key for subscription businesses. We developed a series of dashboards to calculate and graph lifetime values, integrating Magento into a data model built on Python. This way, we can see how different products, customer segments, cohorts, acquisition channels and other attributes drive better lifetime values and optimise accordingly.
