We're designing an online mobile experience for users that quickly describes the value of UP products to a specific audience, addressing common objections & incentivizing them to join a mailing list and check out with at least $100 on the same day they discover the brand.
Our overarching goal is to turn new fans into customers as effectively and efficiently as possible so that in 2021 Unplugged can pivot from audience growth to focusing on lifetime customer value.
To achieve that goal, we have a series of sub-goals around which this website is designed to optimize for us to make new-customer on boarding as efficient as possible. We want to make check out the easiest, lowest friction, most obvious-choice once you're on the site. This means:
- Each new fan or customer should be very likely to check out on their phone within minutes of discovering the brand. In contrast to existing UP customer patterns, this will equip us to make faster decisions about how well ads & design changes are working, and will tighten our feedback loop from 2 weeks to 1-2 days.
- To achieve that, it should be very easy and natural for people who are curious about UP products and have a need those products can solve to learn more about the each product category entirely on mobile, discover a product that meets their needs, and indicate interest in taking delivery of that product by checking out with at least a reservation of some kind, between $100 and the full cost of the product.
- This flow looks like:
- Gather customer info as soon as they express interest - either on ad view or on site arrival, at the latest on Add to Cart (ATC)
- Educate them,
- When they add to cart, let them choose: $100 reservation or whole order
- Upon mobile checkout, activate the sales team to get in touch personally
- Begin additional automated followup through text & email to close the sale