Whoop uses a Contentful-powered site to embrace experimentation and increase customer engagement metrics.
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Whoop Improves Customer Engagement Through CRO Program Experimentation
WHOOP
Digital Experience Strategy & Design
Conversion Rate Optimization
Solution Design and Architecture
Custom Development
Managed Services
Design & Branding
Contentful
Dynamic Yield
RECOGNITION
Background
Whoop is an American wearable fitness technology brand founded in 2012. Their products are known for their precise and varied health tracking capabilities that include user metrics such as heart rate, heart rate variability, and sleep quality which are all averaged into a daily recovery score to help users predict their physical performance. They needed to upgrade their digital experience to increase users signing up for memberships to the Whoop app.
Together, Corra &
Whoop
achieved:
Challenge
FUNNELING BEHAVIOR TOWARD MEMBERSHIPS
Corra worked on Whoop’s content-forward, non-transactional website. Whoop’s business model is membership based: users must purchase a wearable band and a membership to their app, which is where the health metrics and recovery score are accessed. Without the app, the band doesn’t report information.
It was Corra’s job to work on the site that contains information about Whoop products, services, and landing pages which send users to Whoop’s other URL where purchases are made.
The goal of Corra’s initiative was to build a dynamic experience thaat engaged customers and created data-backed customer journeys that leads users to landing pages and directs them to the transactional sites. Success of this project is measured in conversions, conversions being CTA clicks that bring users to Whoop’s transactional sites.
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Solution
VELOCITY-FLEXIBLE MANAGED SERVICES DELIVERS KPI IMPROVEMENT
Corra’s service streams are holistic and cross-functional, focusing on how every part of a commerce solution is interdependent. Because of this, we don’t simply take tickets and create widgets, we build collaborative and strategic partnerships centered around client’s big picture goals. Our managed services program is strategic, collaborative, and velocity-flexible, so clients never pay for resources they don’t need. Through Corra’s consultation, Whoop’s program was built with their specific goals and mind, focused on improving their targeted KPIs.
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Solution
CRO PROGRAM INCREASES CUSTOMER ENGAGEMENT
The website Corra worked on was non-transactional. Whoop needed their landing pages to convert customers towards the membership page at a higher rate, meaning conversions in this context are clicks. Corra’s design and analytic teams worked together to design and build a series of home and landing pages that are dynamic, engaging, and unique.
Corra ran a rigorous experimentation process with experts that included changing all CTA buttons to a consistent size and color streamlining the user experience, moving the membership pricing higher on the landing page to reduce scrolling (17% increase in conversion rate), using social proof or celebrity testimonials to increase customer engagement, and implementing a sticky navigation menu that follows users no matter where they scroll or what page they go to (4% increase in membership page views).
Our strategic guidance is always backed by analytics, always velocity-flexible so you never pay for a resource you don’t need, and we use our expertise to understand your strategic goals and then design, build, or optimize your website to accompish those goals.
STORE LOCATOR
Whoop’s digital portfolio is only one arm of their business. Brick-and-mortar stores are an important channel in their revenue portfolio and they wanted their digital storefront to support their digital channel and vice versa. Corra implemented a Store Locator function with location-based capability that is able to recommend users to the nearest Whoop dealer.
CONTENTFUL POWERS WHOOP’s CONTENT
Contentful is a dynamic and compoable content management system that Corra has deep experience using. Contentful is a complete, modern content solution that expedites personalization capability, optimizes SEO performance, makes multi-brand product presentation more efficient than other CMS’s, and is business-user friendly, turning complex content management into easy-to-use drop down menus and pre-built templates.
Results
Commerce is more than transactions, and Corra’s expertise is more varied than helping brands increase transactions. Working with Whoop was an exercise in customer engagement and creating targeted website flows that lead users to desired outcomes.
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