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Animed tasked us with wanting to maximise the value  of the traffic coming to their website.

To maximise the value of the traffic coming to the Animed site, we first
conducted a CRO audit, using qualitative and quantitative research
methods to identify barriers to conversion and opportunities to improve
the user experience. This provided a foundation for our A/B testing
roadmap: prioritising optimisation activity for the most impactful pages
and segments.

Based on the research from our CRO audit, we uncovered an opportunity
to better highlight the benefits of subscription orders and use clearer
signposting to signal that orders could be repeated. We tested a range
of micro copy alongside the call-to-action, and clearly highlighted the
benefits of subscriptions (such as convenience and being able to pause or cancel at any time near the button.

Our hypothesis proved successful, with the new subscription order micro
copy resulting in a 102% increase in scheduled orders added to basket,
and a 3% increase in E-commerce Conversion Rate. If the new variant
we tested continued to perform consistently at the same level, this would
amount to an annualised benefit of an additional 16,411 subscription
orders added to basket per year.