Onboarding project | YMediaLabs

Product Brief (Thrive Market - Sustainable Grocery Retailer)

🍅 Thrive Market is an online membership-based marketplace that offers organic and non-GMO groceries, household products, and wellness items at discounted prices. Catering to health-conscious and eco-conscious consumers, Thrive Market’s unique selling proposition (USP) lies in providing high-quality, sustainable products at affordable prices, often 25-50% below retail. They also focus on social responsibility, offering free memberships to low-income families and veterans. Thrive Market simplifies healthy living by curating products that align with users' dietary needs and lifestyle preferences.

Problem Statement

Health-conscious and eco-conscious consumers often faced challenges finding affordable, high-quality organic and sustainable products. Traditional retailers offered these items at premium prices, making them inaccessible for many.
Need for a convenient, online shopping experience that catered to specific dietary preferences and lifestyles.
Thrive Market's existing website experienced significant bounce rates due to sluggish UX, text heavy and lack of product strategy to drive revenue.

Screenshot 2024-08-24 at 5.11.18 PM.png Thrive Market before experience uplift

Opportunity

Create a membership-based online marketplace that could offer these products at discounted prices, making healthy living accessible and affordable for a broader audience while also providing a curated shopping experience.

Website Analytics

Traffic Volume: Thrive Market has a strong traffic base with 3.352M monthly visits and 2.109M unique visitors, indicating a broad reach.
Engagement Quality: The average visit duration is 3 minutes and 24 seconds, with 4.92 pages per visit, suggesting users are engaged and exploring the site.
Bounce Rate: A 43.73% bounce rate indicates that a significant portion of visitors leave without further interaction, signaling potential areas for improvement in initial user experience.
Device Usage: The data includes both desktop and mobile web users, highlighting the need for a seamless multi-device experience.

Demographics indicating the opportunities in Non-US markets

United States Dominance: The majority of traffic comes from the U.S., with a decent engagement (3:44 minutes) and a moderate bounce rate of 44.14%, suggesting a strong local user base.
Canada and UK Issues: Both countries have shorter visit durations (0:51 and 0:27 minutes) and high bounce rates (66.78% and 73.43%), indicating potential challenges with user engagement or localization.
Australia's High Engagement: Australia shows promising engagement with a visit duration of 7:22 minutes, indicating strong user interest and potential growth opportunities.
Nigeria's Low Bounce Rate: Nigeria has a low bounce rate (20.43%) with moderate engagement, suggesting a potentially untapped market.

Search Landscape

Metric	Insight
Total Search Visits	Thrive Market generated 3.952M search visits, accounting for 39.30% of all traffic.
Organic Traffic Share	41.40% of traffic comes from organic search, indicating a solid SEO presence.
Paid Traffic Share	58.60% of traffic is driven by paid campaigns, showing reliance on paid user acquisition.
Opportunity	Further optimizing SEO strategies could reduce dependency on paid channels.

ICP - Thrive Market Users

ICP Selection Based on Demographics Insights:

Newbie Grocery Shopper (ICP 1):
- Target Demographic: Females (72.47%), Age 25-34 (25.83%)
- Reasoning: This group is likely exploring online grocery shopping for the first time and may need guidance and budget-friendly options.
Average Customer (ICP 2):
- Target Demographic: Age 35-54 (19.10% - 20.16%)
- Reasoning: These users prioritize convenience and efficiency, balancing family and work responsibilities.
Power User (ICP 3):
- Target Demographic: Age 55-64 (18.02%), 65+ (10.83%)
- Reasoning: Experienced shoppers seeking value through subscriptions and loyalty programs, maximising efficiency in their purchases.

Engagement by audience

Metric	Male Users	Female Users
Audience Share	27.5%	72.5%
Visit Duration	5 minutes 12 seconds	6 minutes 46 seconds
Pages per Visit	7.33 pages	8.43 pages
Bounce Rate	37.52%	31.93%

ICP Outline(enhanced post feedback)

Category	ICP 1: Newbie Grocery Shopper	ICP 2: Average Customer	ICP 3: Power User
User Type	New to online grocery shopping, curious about healthy eating	Regular Thrive Market customer	Experienced Thrive Market shopper, health enthusiast
Usage Characteristics	Small, infrequent orders, mostly staple items	Consistent medium-sized orders, sticks to familiar items	Frequent large orders, explores new products regularly
Recency of use case	Within the last month or longer	Within the last 2-3 weeks	Very recent, likely within the last week
Natural Frequency	Once every 1-2 months	1-2 times per month	3-4 times per month
Monetary/AOV/Revenue Generated	$50-75 per order	$100-150 per order	$200+ per order
Pain Points	Overwhelmed by choices, unsure about product quality, hesitant about online grocery shopping	Balancing healthy choices with budget, meal planning	Finding new and unique health products, maintaining bulk inventory of favorites
Valued Features	Detailed product information, easy navigation, customer reviews	Easy reordering, personalized recommendations, competitive pricing	Wide product range, bulk buying options, early access to new items
Core Value Proposition (CVP) being utilized	Introduction to healthy eating with quality products and educational resources	Convenient access to healthy groceries at competitive prices	Access to a vast selection of premium health products at wholesale prices
JTBD of the persona	"Help me start my healthy eating journey with guidance and quality products I can trust."	"Help me maintain a healthy diet for my household with convenient, reasonably priced organic groceries."	"Help me optimize my healthy lifestyle with the latest and best products while saving money on bulk purchases."
Discovery	General social media ads, introductory offers, content marketing about healthy eating	Social media ads, word-of-mouth, search engine marketing	Health and wellness blogs, influencer partnerships, targeted ads on fitness apps
Level of Engagement	Low to Medium - browses site, reads educational content, may follow on social media	Medium - opens emails, occasionally engages with promotions	Very High - participates in loyalty programs, writes reviews, engages with brand on social media

User goals and JTBD

Jobs to be done(JTBD) based on User Goals(Identified 2 goals for each ICP)

Category	ICP 1: Newbie Grocery Shopper	ICP 2: Average Customer	ICP 3: Power User
Personal Goal	NA	Save time on grocery shopping.	Maximize value from subscriptions and services.
Social Goal	NA	NA	NA
Financial Goal	Save money by exploring deals.	Balance cost and quality of products.	Earn rewards and ensure long-term savings
Functional Goal	Place an order for the first time, jump the line.	NA	NA

Thrive Market's Activation Metric

Product North Star

Screenshot 2024-08-24 at 4.31.57 PM.png

Activation Metric #1

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Drop-off rate at checkout: To identify friction points.
Cart abandonment rate: To measure incomplete purchases.
Conversion rate from sign-up to first order: To understand onboarding effectiveness.

Activation Metric #2

Screenshot 2024-08-24 at 4.33.40 PM.png

Number of items added to the box: To gauge engagement.
Time spent on product pages: To measure decision-making time.
Bounce rate during box-building: To identify drop-offs in the process.

Activation Metric #3

Screenshot 2024-08-24 at 4.34.29 PM.png

Click-through rate on membership offers: To measure interest in membership.
Discount utilization rate: To assess the effectiveness of time-limited offers.
Session duration: To understand how long users take to decide.

Activation Metric #4

Screenshot 2024-08-24 at 4.35.00 PM.png

Follow-up email open and click rates: To assess the effectiveness of re-engagement efforts.
Time between first and second order: To track user engagement frequency.
Customer lifetime value (CLTV): To predict future revenue from returning customers.

Experiments

Activation Metric	Hypothesis	Experiments
Complete First Order in 30 Minutes	Streamlined checkout and urgency will increase first-order completion rates.	1. A/B Test Streamlined Checkout: Compare standard vs. streamlined checkout processes. 2. Limited-Time Discount: Offer a discount valid for 30 minutes.
Build 1 Box in 15 Minutes	Clear guidance and personalized recommendations will expedite box-building.	1. Guided Onboarding: Implement step-by-step guidance for product selection. 2. Personalized Recommendations: Highlight recommended products based on initial preferences.
Subscribe to Annual Membership in Same Session	Urgency and benefit highlighting will increase membership conversion.	1. Urgency Timer: Display a countdown for discounted annual membership. 2. Benefit Highlighting: Showcase long-term savings during sign-up.
Complete 2 Orders in 14 Days	Follow-ups and reminders will drive repeat orders.	1. Follow-Up Emails: Send personalized product offers after the first order. 2. Reminder Notifications: Trigger reminders within the 14-day period.