Case Study – Persona Nutrition

Persona Nutrition reduces customer churn rate and retains more customers with Scaletrix

Persona Nutrition is an eCommerce platform specializing in personalized vitamins and supplements. Customers are offered personalized vitamin packs based on an elaborate online assessment. Nutritionists and pharmacists can answer customer questions even if they haven’t placed an order.

Persona has entered the retail market with select Target Stores across the USA. The gummy vitamin packs in Target stores are a detour from their convenient at-home delivery flagship offering. Still, Persona is banking on the same formula of reaching consumers easily and conveniently.

Decoding the Friction in User Path

One of the major frictions that Persona Nutrition experienced was retaining customers. The cancellations increased despite a good brand image and positive word-of-mouth marketing.

Since cancellations were high, the pharmaceutical eCommerce platform needed a comprehensive insight into the major friction points.

Decoding friction points is not as easy as it sounds. Customers can cancel orders for various reasons, most of which are not in the brand’s control.

However, it was essential for the brand to decode their customers’ behavior and offer them exactly what they wanted.

How Scaletrix Helped in Solving the Problem at Hand?

User behavior directly impacts the buying decision. If a brand knows how a customer behaves or interacts across all digital touchpoints, offering a more tailored experience is easier.

In a nutshell,
Tailored user end-to-end experience = more customer engagement

Personal Nutrition joined hands with Scaletrix to lay down a strategic plan to understand the cause of friction and combat it analytically.

We divided the scenario into three sections.

Optimizing the assessment questionnaire
Transcending the answers into behavioral data
Implementing A/B testing to gauge what users want

Implementing The Plan-of-Action

The starting point was to understand the impact of the assessment questionnaire that the brand implemented to offer personalized vitamins and supplements.

We first optimized the assessment questionnaire Persona Nutrition used to recommend personalized vitamins. It consisted of questions based on user behavior that can help answer the following questions.

Which question is causing the most drops for customers?
Are there any questions acting as a roadblock to user engagement?
What questions have the maximum engagement?
What is the conversion rate from starting the survey to when they drop off or complete it?
Does the current number of questions cause any friction?

Based on the above segmentation, we created events inside the analytical system to create exploratory analysis reports.

Strategy in motion

Recommend questions that align with user behavior and interest: When users start filling out the survey, the assessment recommends questions that align with the user’s interests or needs. This means when a user selects a particular disease, the questionnaire automatically shows questions that align with that disease or medication rather than showing a general questionnaire. This is the first step of personalizing user experience through a recommendation-based assessment questionnaire.

User input to cart relation: Understand if the survey answers tally with the products the user adds to the cart. Often, long surveys result in multiple pieces of information that are difficult to track and relate to user cart behavior.

Track purchase event: The recommendation flow often has multiple paths; hence, attribution becomes difficult, and tracking a purchase event is unreliable. Multiple user actions for form submission make the funnels give incomplete information.

We had two primary goals that were interrelated. The first was to understand user behavior through the assessment, especially for the most canceling cohorts, and correlate it with the buying behavior.

How Scaletrix Increased Conversions and Customer Retention?

Our analysts began by understanding the engagement on the cancellation options. Based on our analysis, we started testing several hypotheses. One of the hypotheses we tested was by offering multiple options before canceling the order. The idea was to convince the customers to continue with Persona Nutrition by giving them additional choices that may align with their intent and needs.

This mechanism mostly played on a psychological level, encouraging alternatives to canceling the order. We implemented an A/B testing that gave four options to consider rather than just clicking on the Cancel Button and getting it canceled.

Reschedule Delivery

Postpone Delivery

Avail Exclusive Discount

I want to cancel

Reschedule Delivery allowed users to select a delivery date later at their convenience. This was a good option for any customer who’s ordered a product but would not be present on the estimated delivery date to receive the order. With this option, we could stop the cancelation for such users and get the order shipped on another date.
Postpone Delivery let users postpone a recurring order by a few weeks or months. Since Persona Nutrition offers vitamins and supplements, this option helped avoid cancelation from users who may not need a refill at that moment.
Avail Exclusive Discount allowed users to avoid canceling the order in exchange for getting the product at a discounted price. We tapped into the simple fact that medications can often become a recurring expense, and users may feel overwhelmed or drained with auto-shipped orders. Offering exclusive discounts helped in retaining customers who needed monthly refills.
I want to cancel for users who were genuinely uninterested in continuing with the brand. However, we ensured a follow-up with a feedback survey on what went wrong to understand if any other friction went unnoticed.

By doing this, we were able to reduce the cancellation rates considerably. Our team analyzed user behavior through assessment answers and tied it up with their buying behavior. The data also helped in understanding if the reason was pricing or recurring orders.

The Result

Based on survey analysis, medications were recommended to users.
A/B testing on pricing via exclusive discounts reduced the churn rate.
Changing the delivery frequency of recurring orders helped in increasing retention.

Scaletrix helped Persona Nutrition optimize its assessment questionnaire and build a subscription model with pricing optimization for recurring orders. The option to modify the delivery frequency and send out timely notifications to users before their next order is due or shipped helped increase user retention by 2% in 1 quarter.

Persona Nutrition is a global name known for its personalized vitamin packs and supplements. By offering tailored experiences for all users, Persona Nutrition and Scaletrix improved customer satisfaction for the brand, leading to high engagement and retention.