INHUMANS.CLUB - Case Study
This project helps you transform your relationship with alcohol
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CREATIVES
Creatives best practices:
- Before-after creatives achieve best results
- Customization for each gender has a positive impact
- Changes in the text did not have much effect on the results
Creatives worst practices:
- Emphasizing on the negative in creatives had poor results
Optimization Results
18.6% decrease in cost per purchase by changing the event for optimization
We started from the Complete Registration event, as we had an insufficient amount of Purchases. After receiving the first 50 Purchases, we started optimizing for this event.
Dividing the audience by gender had a bigger impact than division by age
Gender division enabled a better understanding of the target audience. Based on this, customized creatives were created. Division by age did not result in a better understanding of the situation.
CRO learnings
Design matters
130% boost in conversion rate
During this test, we redesigned the content above the fold part of the main page.
A-B test subheadings on the main page
Both headers worked well and did not influence overall performance
New pricing structure
718.48% increase in conversion rate
We had a Donation page with the possibility to decide how much to donate
Checkout page with two options
Users convert more when the choices are written and options are limited
Limited time discount
141% increase in transactions
We added a header to the main page with an offer to the checkout page
Page speed
