The current conversion rates in the Cult.fit application are falling below expectations and have experienced a significant drop. This decline in conversion rates is hindering business growth. There is a pressing need to identify and implement strategies to increase conversion rates and drive the desired business growth.​

In this brief, we will explore the evaluation of the purchase flow for the Cult pass package in the cult.fit app. The primary objective is to enhance the user experience and boost conversion metrics by analyzing data and deriving insights. Throughout this process, the organization's goals will serve as the foundation for decision-making and improvements.

If user engagement can be increased across the application, then we can increase the conversion rate because this will provide critical insights into the effectiveness of the application and encourage more users to take desired actions, resulting in a higher conversion rate.

​

The objective of the experiment is to increase user engagement by closely tracking important metrics. This aligns with the organizational goal of improving conversion rates. The following actions will help achieve this objective:

​

• Daily Active Users (DAU): Measuring the number of active users who visit the app in a single day is crucial. This metric provides insights into user engagement and will be continuously monitored for consistent growth.
• Churned Users: It is important to keep track of this metric to ensure that we are heading in the right direction.
• Feature Usage: To optimize user experience, it is essential to track the ratio of Daily Active Users (DAU) to Monthly Active Users (MAU) for each feature. Additionally, analyzing the time intervals between user engagement with specific features helps identify usage patterns and further enhance the overall user experience.

​

Some of the leading indicators that will help in this experiment are:

​1) Conversion rate

2) Retention rate

3) Churn rate

4) Time used per feature​

We are analyzing the current user base and conversion % of May -24 and June using the Rate and Mix thinking tool to prioritize the strategy and to identify the area of improvement.

https://docs.google.com/spreadsheets/d/1gkjv7lEnnVA18GboJxy4anKefJc99qPzOvbK4mLyuN4/edit?gid=0#gid=0

​

​In order to identify the problem, Let’s have a look into the existing User Flow

1) We must evaluate the flow of the purchase of a Cult-pass and make the experience better so that there are more conversions, as in more people will pay and enroll for the subscription.

​

2) For this, we are breaking down the flow and analyzing each step so that we can think from a fresh user’s perspective and make the experience easier. For evaluating the flow & to make improvements, took screenshots of the entire flow right from the landing page to the payment page.​

​

https://whimsical.com/copy-XSKfDQmHwhVNG5sZ59CRe1

​

Today, we conducted a test on the sample use case of "Asking personalized questions while logging in" with our end-users. The aim of this test was to gather feedback from users in order to improve and iterate on the feature. To conduct the test, we used the existing logging in mechanism where users are redirected to the login page. In addition to the usual login process, we added personalized questions for the users to answer. These questions were designed to gather information about the user's preferences and needs.

​

Based on the answers provided by the users, we suggested a personalized plan that aligns with their preferences. This approach aims to enhance the user experience and provide tailored recommendations.

​

The purpose of this test was to evaluate the effectiveness and user-friendliness of the personalized questions feature. We sought feedback from the end-users to identify any areas that need improvement or refinement. By implementing personalized questions during the login process, we aim to create a more personalized and tailored experience for our users.

​

https://www.figma.com/design/K2mXOVbqJ7FzAn569qope2/Untitled?node-id=0-1&t=eizVwhdaFk3R6Q86-1

Sample size:450

Control: 250

Variation: 200

​

Duration of test: 29th June to 7th July

Preparations to conduct A/A testing

​

• Targeted audience: People from tier 1 and tier 2 cities, aged between 25 to 55 years old, who are concerned about their fitness and trying to get fit.
• Focused on working individuals as the main target group to increase conversions, considering their constant income support and relevance to fitness.
• Also considered housewives, corporate population with stress, and older people with health issues as potential users who could benefit from fitness solutions.
• Recognized that these user segments could have a higher influence on Cult.fit (Cult pass) and align with the problem statement of increasing conversions.
• Emphasized the importance of establishing a strong connection with the target audience to drive more conversions.

• Conducted primary research with users, starting with general discussions about their workout routines and gym experiences.
• Introduced the new feature of app to the users and asked them to use it, giving them tasks related to exploring and purchasing the Cult .
• Allowed users enough freedom to explore the app on their own.
• Gathered feedback and observations from users.
• Noted down key points, insights, areas that needed improvement, and positive aspects based on user feedback.
• Assigned the task to users to find the Cult Fit Elite
• Asked users about their ease of understanding the app's content and offers.

​

​

​Some common trade offs identified during the whole process were:​

1) Time to market

2) Available development budget

3) Value in exceeding or modifying the specification

4) Scalability of existing feature

5) Data security of Customers​

​

After receiving a significant response from users regarding the new personalized feature, it is evident that there is potential for further exploration and scaling of the experiment. By scaling the experiment, we can uncover more uncontrollable variables that may impact the conversion rate, specifically for Cult Pro passes.

The initial response from users indicates that the personalized feature has resonated well with them, leading to increased engagement and conversion. However, to maximize the conversion rate for Cult Pro passes, it is crucial to delve deeper into the factors that influence user decision-making.

​

​

• Avoid getting stuck on a single point of the process for too long.
• Embrace the idea that perfection is not always attainable.
• Strive to understand the problem in depth before attempting to find a solution.
• Expect and handle disappointment and disagreement while maintaining commitment to the process.
• Recognize the importance of conducting user interviews to gain a deeper understanding of the problem.
• Seek feedback from users on the solutions or features that have been developed.
• Gain a greater appreciation for the value of UX and the importance of thoroughly examining every screen for the user's experience.
• Understand that it is not possible to solve all problems and learn to prioritize and manage time effectively.
• Identify individual strengths within the team and delegate tasks accordingly to save time.
• Be open to disagreeing and learning to find common ground.
• Understand that driving a team does not always mean taking control of everything oneself.

By conducting a larger-scale experiment, we can gather more data and insights on user behavior, preferences, and motivations. This will allow us to identify additional uncontrollable variables that may impact the conversion rate specifically for Cult Pro passes.

Through this scaling process, we can further refine and optimize the personalized feature to enhance its effectiveness in driving conversions for Cult Pro passes. By understanding and addressing the specific needs and motivations of users interested in Cult Pro, we can tailor the feature to better align with their requirements and increase the likelihood of conversion.

By uncovering more uncontrollable variables and optimizing the feature, we can strive to maximize the conversion rate for Cult Pro passes and further enhance the overall success of the initiative.

​

​

• Start by ensuring that our idea aligns with the broader strategy of your company or team.
• Justify the risks associated with the idea and communicate them effectively.
• Regularly check in with stakeholders throughout the process for feedback and alignment.
• Share early versions of our campaign idea with approvers to gather valuable feedback and strengthen the concept.
• Support your ideas with data, such as case studies or reports, to demonstrate the potential long-term gains.
• Maintain faith in your idea and remain committed to its success.