OPTIMIZING CONVERSION Upfront pricing for Erectile Dysfunction customers
Lemonaid’s ED service represents a significant chunk of the total business. We were tasked with creating a new optimized flow for our most popular product, sildenafil. Our new flow resulted in lowering the cpa by ~ 50%!
Objective: Redesign Erectile Dysfunction service to lower CPA & increase sildenafil orders
Team:
Product Design Lead - myself
Eng team - CTO, 4 developers, 3 QA
Process:
Competitive analysis- We reviewed major competitors: Hims & Romans
User research - We created an interactive survey with men ages 25-72 who expressed interest in buying ED meds (usertesting.com)
Wireframes, user testing, mock-ups
Launch, measure & refine
New product detail page at the top of the funnel
How many f*cks do I get in a bottle?
The generic version of Viagra, Sildenafil, requires multiple pills to achieve the correct dose. Understandably, this was a known source of confusion for our customers.
Confusion on dosage: How many F*cks do I get in a bottle?
How does providing a choice impact the patient experience? We decided to A/B test
As we dug into the design a question arose: Do folks want to choose the number
How does providing a choice impact the patient experience? We decided to A/B test
Make it stand out.
