Data Driven A/B Testing in the Consultation flow
How Skin + Me is using data to optimise the consultation flow for new customers
Introduction
Skin + Me is a personalised skincare subscription company that help customer achieve their skin goals and are based in the UK. They are very data-driven and use A/B testing to help achieve our goals. As the Senior Product Designer, I worked with the Product Manager and Stakeholders to test hypotheses in the Hair + Me consultation flow to help increase CVR (Conversion Rate). Over the course of my time at Skin + Me, I have helped design over 100+ experiments to help increase CVR and retention.
Company
Skin + Me
Teammates
Product Manager, Medical team, Co-Founder & CCO
My role
Senior Product Designer
Objective
In this case study, I will focus on one of the projects to help increase CVR in the Hair + Me Consultation flow. Through our data tracking, we know there's a high drop off rate of the /partner-pregnancy question which asks Male Hair + Me customers to read about the potential side effects associated with taking Finasteride / Dutasteride in order to determine whether they would like to be considered to have these ingredients included in their treatment plan. Our hypothesis was that the wording was too medical and might be causing potential customers to be afraid of moving forward with their consultation.
Challenges
We have data that shows drop off rates on each page of the consultation flow. So we know where the main drop off points are. However, we don't know why they are dropping off. Thus, we needed to create a number of hypotheses and pick one to test with, and if it failed, test with a different design. Further, we had to collaborate with the Medical team to make sure that we included the correct key medical points. There was a lot of back and forth in terms of the wording of this page to get the Tone of Voice correct and to make sure we were displaying the correct safety information to the customer.
Why we have this consent page
For male customers, Finasteride and Dutasteride can have adverse side effects. Due to this, the medical team must know if they acknowledge the side effects and are happy to be potentially prescribed Finasteride and/or Dutasteride.
Collaborating across the business
While the design task was quite simple, changing copy on an existing page, the difficulty lied in communicating and collaborating with multiple parts of the business and making sure we had a final draft ready for development. My involvement was primarily in presenting the updated copy to different parties and making sure that we were all aligned
The live version
This version of the page is very cold and clinical, and can sound quite forceful and scary.
There was a high drop off rate on this page that we wanted to mitigate. We started working with the Medical and Copy team to begin making changes.
Other concepts
I worked on some concepts, which included:
Using accordions to make the page shorter but keeping the same copy.
Changing the question to a Yes/No question which would determine whether or not the medical team could prescribe Finateride and/or Dutasteride to the customer.
Forced reading - forcing the customer to read each section and check a box to acknowledge they've read it.
We moved away from these as we didn't want to increase friction on the page. Instead, we decided to soften the copy on the page.
Version 1 and 2
The medical team gave us a proposal of the copy which I put into Figma. We did a round of design review, and feedback was focused on softening the title and intro copy.
Version 3
Finally, I worked with the CCO (Chief Creative Officer) to soften the copy even more but keep the key medical points resulting in the final version.
Results
We ran the new test version against the control (live) version for 3 weeks. In the end, there was an 13.8% increase to conversion in the test group. This showed that making small changes could have a really big impact on our CVR.
Check out some of my other projects
Data Driven A/B Testing in the Consultation flow
How Skin + Me is using data to optimise the consultation flow for new customers
Introduction
Skin + Me is a personalised skincare subscription company that help customer achieve their skin goals and are based in the UK. They are very data-driven and use A/B testing to help achieve our goals. As the Senior Product Designer, I worked with the Product Manager and Stakeholders to test hypotheses in the Hair + Me consultation flow to help increase CVR (Conversion Rate). Over the course of my time at Skin + Me, I have helped design over 100+ experiments to help increase CVR and retention.
Company
Skin + Me
Teammates
Product Manager, Medical team, Co-Founder & CCO
My role
Senior Product Designer
Objective
In this case study, I will focus on one of the projects to help increase CVR in the Hair + Me Consultation flow. Through our data tracking, we know there's a high drop off rate of the /partner-pregnancy question which asks Male Hair + Me customers to read about the potential side effects associated with taking Finasteride / Dutasteride in order to determine whether they would like to be considered to have these ingredients included in their treatment plan. Our hypothesis was that the wording was too medical and might be causing potential customers to be afraid of moving forward with their consultation.
Challenges
We have data that shows drop off rates on each page of the consultation flow. So we know where the main drop off points are. However, we don't know why they are dropping off. Thus, we needed to create a number of hypotheses and pick one to test with, and if it failed, test with a different design. Further, we had to collaborate with the Medical team to make sure that we included the correct key medical points. There was a lot of back and forth in terms of the wording of this page to get the Tone of Voice correct and to make sure we were displaying the correct safety information to the customer.
Why we have this consent page
For male customers, Finasteride and Dutasteride can have adverse side effects. Due to this, the medical team must know if they acknowledge the side effects and are happy to be potentially prescribed Finasteride and/or Dutasteride.
Collaborating across the business
While the design task was quite simple, changing copy on an existing page, the difficulty lied in communicating and collaborating with multiple parts of the business and making sure we had a final draft ready for development. My involvement was primarily in presenting the updated copy to different parties and making sure that we were all aligned
The live version
This version of the page is very cold and clinical, and can sound quite forceful and scary.
There was a high drop off rate on this page that we wanted to mitigate. We started working with the Medical and Copy team to begin making changes.
Other concepts
I worked on some concepts, which included:
Using accordions to make the page shorter but keeping the same copy.
Changing the question to a Yes/No question which would determine whether or not the medical team could prescribe Finateride and/or Dutasteride to the customer.
Forced reading - forcing the customer to read each section and check a box to acknowledge they've read it.
We moved away from these as we didn't want to increase friction on the page. Instead, we decided to soften the copy on the page.
Version 1 and 2
The medical team gave us a proposal of the copy which I put into Figma. We did a round of design review, and feedback was focused on softening the title and intro copy.
Version 3
Finally, I worked with the CCO (Chief Creative Officer) to soften the copy even more but keep the key medical points resulting in the final version.
Results
We ran the new test version against the control (live) version for 3 weeks. In the end, there was an 13.8% increase to conversion in the test group. This showed that making small changes could have a really big impact on our CVR.
Check out some of my other projects
Data Driven A/B Testing in the Consultation flow
How Skin + Me is using data to optimise the consultation flow for new customers
Introduction
Skin + Me is a personalised skincare subscription company that help customer achieve their skin goals and are based in the UK. They are very data-driven and use A/B testing to help achieve our goals. As the Senior Product Designer, I worked with the Product Manager and Stakeholders to test hypotheses in the Hair + Me consultation flow to help increase CVR (Conversion Rate). Over the course of my time at Skin + Me, I have helped design over 100+ experiments to help increase CVR and retention.
Company
Skin + Me
Teammates
Product Manager, Medical team, Co-Founder & CCO
My role
Senior Product Designer
Objective
In this case study, I will focus on one of the projects to help increase CVR in the Hair + Me Consultation flow. Through our data tracking, we know there's a high drop off rate of the /partner-pregnancy question which asks Male Hair + Me customers to read about the potential side effects associated with taking Finasteride / Dutasteride in order to determine whether they would like to be considered to have these ingredients included in their treatment plan. Our hypothesis was that the wording was too medical and might be causing potential customers to be afraid of moving forward with their consultation.
Challenges
We have data that shows drop off rates on each page of the consultation flow. So we know where the main drop off points are. However, we don't know why they are dropping off. Thus, we needed to create a number of hypotheses and pick one to test with, and if it failed, test with a different design. Further, we had to collaborate with the Medical team to make sure that we included the correct key medical points. There was a lot of back and forth in terms of the wording of this page to get the Tone of Voice correct and to make sure we were displaying the correct safety information to the customer.
Why we have this consent page
For male customers, Finasteride and Dutasteride can have adverse side effects. Due to this, the medical team must know if they acknowledge the side effects and are happy to be potentially prescribed Finasteride and/or Dutasteride.
Collaborating across the business
While the design task was quite simple, changing copy on an existing page, the difficulty lied in communicating and collaborating with multiple parts of the business and making sure we had a final draft ready for development. My involvement was primarily in presenting the updated copy to different parties and making sure that we were all aligned
The live version
This version of the page is very cold and clinical, and can sound quite forceful and scary.
There was a high drop off rate on this page that we wanted to mitigate. We started working with the Medical and Copy team to begin making changes.
Other concepts
I worked on some concepts, which included:
Using accordions to make the page shorter but keeping the same copy.
Changing the question to a Yes/No question which would determine whether or not the medical team could prescribe Finateride and/or Dutasteride to the customer.
Forced reading - forcing the customer to read each section and check a box to acknowledge they've read it.
We moved away from these as we didn't want to increase friction on the page. Instead, we decided to soften the copy on the page.
Version 1 and 2
The medical team gave us a proposal of the copy which I put into Figma. We did a round of design review, and feedback was focused on softening the title and intro copy.
Version 3
Finally, I worked with the CCO (Chief Creative Officer) to soften the copy even more but keep the key medical points resulting in the final version.
Results
We ran the new test version against the control (live) version for 3 weeks. In the end, there was an 13.8% increase to conversion in the test group. This showed that making small changes could have a really big impact on our CVR.