Baze (acq'd by Nature's Way) is the only FDA approved at-home blood nutrient test. Combining scientific evidence and expert guidance with quality ingredients, Baze tests for nutrient deficiencies and delivers personalized vitamins and supplements to your door. 

 

Challenge: Baze was looking to optimize their checkout flow, improve the customer experience, increase retention, and clearly explain their offering. They offer a single-purchase option as well as a subscription plan. Defining the goals of each both for the company and the customer, as well as educating the customer on the key components that go into the subscription.

 

Process: Collaborating with marketing, engineering, sales, and product created a team-wide alignment with ample opportunity for feedback and idea generation. The emphasis was on defining the product advantages clearly and with full transparency. It was imperative that the users understood what they were purchasing to avoid losing customer loyalty and costs around early cancellations.

 

Impact: The newly redesigned website and optimized checkout funnel resulted in:

- increased conversion rates

- improved understanding of the company's offering

- reduced checkout abandonment

- reduced service cancellations

- boosted customer satisfaction.