CX Research & Strategy

Dollar Shave Club

Client Hygiene & Wellness Brand

Category CX Research & Srategy

Year 2022

Website https://us.dollarshaveclub.com/

Introduction

Dollar Shave Club sought to unlock the potential to boost sales and conversions through their direct-to-consumer (DTC) online store.

As a leader in their industry, the brand has expanded its product offering in recent years, introducing line extensions to transform their store into a “one-stop-shop” for quality hygiene products.

I was brought in to analyze and assess their current customer base and identify opportunities to improve DTC sales. I guided their design team on the types of designs to create and led an A/B testing program to evaluate the impact of those designs on business performance.

The Problem

01 | One of the biggest pain points for our client was poor product ratings and reviews displayed in their online store across the line extension products.

02 | Their sales page was facing a decline in product views, especially for those products with poor reviews.

Product Analysis

Through data analysis, I uncovered the following pain points in their line extension customer experience:

65% of product reviews had a 3-star rating or less, indicating that customers were unhappy with these products.
Sales were declining MoM for line extension products since last year
Customer complaints in the product reviews section were namely regarding recent product formula changes made over the last year

Key Insight: The culprit for decline in sales was the product formula changes. Such changes left customers unhappy and led to poor reviews and ratings left on the site – deterring potential customers from making a purchase.

Customers were not happy with their products

I don’t know why they changed the formula, I used the last one forever. New one feels and smells cheap. I won’t be purchasing again. – DP

The Goal

To increase product views and purchases of line extension products in addition to the overall sales from the Shop page.

A/B Testing

To confirm our assumption, we needed to determine whether the reviews and ratings would result in any change in sales by hiding them. If so, determine what level of impact do these negative reviews have towards sales and conversion rates.

Hypothesis

We believe that by removing the reviews and product ratings from the site, we will increase CVR and Revenue because users are dissuaded by poor product reviews.

Setup

Control: Product reviews & star ratings shown across product cards & product pages.

Variation: Hide all product reviews & star ratings from product cards & product pages.

Results

Over the course of a few days, sales had drastically increased! Due to these findings, the client took additional measures to investigate ways to encourage higher product ratings and to review their product formulas as well.

01 | Conversion rate increased by 11% and was statistically significant, showing more users were purchasing from their shop.

02 | Churn rate was flat, showing we did not lose any repeat customers.

03 | Estimated annual revenue increase ~$750K or more.

Before

After

Post Implementation

As a result of this effort, product reviews and star ratings remain hidden from view across the site. The product team and company executives went back to the drawing board to reassess the product formula changes and how to address current and future product reviews.

Supporting their company with this big win, helped them to realize how sensitive their customers to scents and skin reactions to products.