Let’s Meet Make It

Make It’s goal is to simply the life of its customers and to reduce food waste. This New York-based company offers a weekly subscription that offers garden-fresh, flavorful, simple meals. Like other subscription services, all of Make It’s transactions are placed through their website where their customers can choose their subscription plans and they can pick their delicious recipes for the week.

Our Challenge from Make It

Make It is always looking for new ways to enhance their customers experience on their website and improve their conversion rate. Our conversion rate experts quickly identified the points of pain during the check-out process and determined a way to fix them.

Our Solution: A/B Testing

To enhance Make It’s conversion rate, our CRO experts found that the element that was causing a high exit rate on the checkout page was some missing important information that stopped potential customers from going down the funnel. Our experts made a hypothesis that customers were confused during the buying process about when they would be able to choose their weekly meals. Google Optimize helped us with adding the simple sentence “During the next step, you’ll be able to select your menu for the current week” on the payment page to reassure customers. By adding one simple sentence, there was a big impact on Make It’s conversion rate.

Have a solid A/B testing Plan that included our research, objectives, hypothesis, and goals.
Utilize Google Optimize to start the A/B Test.
Create a concise and clear message that would help the customer in their purchase.

Run the A/B test over the course of one month.
Analyze the data to see if the test had a significant impact on Make It’s bottom line.

The result of our A/B Testing

We had success with the A/B test and the test led to a +35% conversion rate increase. A simple modification led to additional sales that represents tens of thousands of dollars for Make It.

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