Calibrate
50% lift in membership conversion
Calibrate, a leading weight loss startup, raised their Series B in 2022 and engaged us shortly after to increase their conversion rate. We partnered with them as an extension of their team providing internal leadership, mentorship and delivering a CRO strategy to their marketing team.
Consumers looking for a weight loss solution care about results. And when the price for the program is upwards of $1,500 they need a brand they can trust and confidence in the results.
Once we identified key drop off areas in their program eligibility flow, we designed several experiments focused on increasing brand trust and educating users about how the unique combination of GLP-1s and coaching drives results.
Our approach was to first introduce a number of testimonials from real customers along the way and create more prominent messaging about program guarantees.
Next, we introduced new conversational questions in the flow to educate users about the facts of GLP-1s, coaching, and the clinical results of Calibrate's programs.
Lastly, we streamlined the landing experiences and tailored the content to what was driving results while moving pricing further down the funnel (initially surfaced on main navigation) to ensure users were more invested and educated about the program before reviewing pricing and enrolling.
This resulted in a major increase in flow completion and a higher propensity to purchase a program membership at the end of the flow. With these improvements and greater efficiency on paid channels we saw a 50% lift in their baseline membership conversion rate.
