Challenges
Background
With a website already in place, the company decided to create an iOS app to increase the number of subscribers. The main task for the app was to clearly and in a very attractive way convey the main value of the subscription to users so that they would opt for it.
The company was also planning to actively use the app for its marketing campaigns. Therefore, another important requirement was to implement analytic tools to measure traffic and track user journeys and overall user activity. The client wanted to use these analytics to find ways to increase conversion rates.
The founders wanted to test their hypothesis that sales through mobile would be higher than through existing webstore
Solution
What has been done
For the app to fulfill its main goal, the following was done:
- Account’s interface with very simple and quick access to its sections and subscription upgrade benefits
- Various upselling features, including an engaging onboarding process aiming to motivate users to spend extra on upgrading their subscription and/or purchasing add-ons
- User feature to manage subscription settings like box theme and some others (1-10 days of each month)
- User feature to redeem subscription exchanging the box for the credits in order to buy add-on items instead
- VIP sales (12-18 days of each month) for extra funds
Incorporated tools
To track app performance and marketing metrics, the following tools were incorporated into the app:
- Appsee – an app analytics platform enabling user recordings, touch heatmaps, and extensive user journey tracking to understand the reasons behind the user behavior.
- Mixpanel – an analytics platform for the mobile and web, supporting businesses to study consumer behavior.
- Adjust – analytics, measurement, and fraud prevention solutions for mobile app marketers.
- Snowplow – a data delivery platform that collects and operationalizes behavioral data at scale.
- Customer’s own server analytics
Result
iOS application
Features of this iOS mobile application:
- Subscription description start screen (for new users)
- Subscription purchase and checkout flow:
- Payment methods: Credit Cards, PayPal, and ApplePay
- Braintree technology to accept credit cards payments
- Automatic address detection at the checkout. This functionality is estimated to increase the conversion by 4%
- New subscriber’s welcoming flow (5 steps)
- Congratulation screen, “Thank you for subscribing”, Step 1…Step 5, conclusive “Thanks screen”
- “My subscription” account functionality
- Choose box theme
- Track monthly shipment
- Upgrade to higher subscription tiers
- Collect credits and redeem boxes (exchange for credits)
- Within a given period, buy add-on items in the internal store (not Artisan Shop):
- Pick any add-ons (items) from an internal catalog: Jewelry, Accessories, Home, Kitchen, Beauty, Food
- Items will be added into the monthly shipment along with the regular box
- Participate in monthly VIP sales
- View order history tracking
- View/update settings and billing details
- View subscription timeline of the current month
- Zendesk chat incorporated into the app
More
Other functionality or static content incorporated into the app but implemented using incorporated web view or external browser links:
- Artisan shop and its order history tracking
- Maven reward points
- Subscription purchase and checkout flow
- Help and FAQ information
- “Impact” public files
