CASE STUDY • BEENOURISHED
Transforming a Fitness brand into a High-Converting Powerhouse
Using product and marketing strategy to convert loyal social media followers into satisfied business clients.
INTRODUCTION
BeeNourished is a health and wellness coaching and course-based service that caters to Muslim women and mothers. Initially, the project was aimed at increasing the number of engaged social media followers and boosting conversions for their seasonal product offerings. However, the project quickly turned into a full-scale business, social media, and digital product restructuring.
PROBLEM
BeeNourished was struggling to convert its decent social media following into meaningful sales. Although the company had a loyal following, missed opportunities on its website prevented BeeNourished from maximizing conversions.
In addition, the company was inefficient due to the lack of automation tools, strategic direction, and analytics tracking. BeeNourished had difficulty building a coherent social and business strategy and lacked SEO, UI, and UX best practices.
RESULTS
Increased social media following from 1,300 to over 16,000 within a year.
Decreased customer acquisition cost (CAC) by 60%, bounce rate by 30%, and increased click-through rate (CTR) by 200%.
Boosted conversion rate (CVR) by 75% in the first year, reducing time to conversion by 6 months (previously 1.5 years).
Doubled sales of flagship program each time it was made available for purchase (4x a year), resulting in a 1200% increase in sales within 2 years.
DELIVERABLES
Product Strategy
Marketing Strategy
UX/UI Redesign
SEO Documentation
Digital Audit
User Journey
MY ROLE
Product Manager
Designer
Strategist/Analyst
STAKEHOLDERS
BeeNourished CEO
BeeNourished Marketing
BeeNourished Developers
Discovery
From the onset it was clear that there were a lot of unanswered questions that needed answering to properly scope the work to be done. I invested a majority of time in discovery seeking to understand the business goals, definition of success, understanding how the existing followers of the business thought of BeeNourished, who the targeted niche would be, and what data the organization was lacking to be able to make good decisions.
I worked with the CEO and the marketing team to access all of the social media and digital channels they had to delve deep into the data that currently existed. Additionally, I spent a lot of time speaking with former customers, current customers, followers but not customers, and people who were not customers, to get a grasp of what BeeNourished should leverage in their strategy moving forward.
Segmenting the Users
Together with the CEO, we decided that BeeNourished's primary demographic was 25-40 year old Muslim women, with a focus on mothers. We segmented users into three categories: Early post-pregnancy mothers, busy mothers, and non-moms. This segmentation helped us understand our users' pain points and develop solutions that were tailored to their specific needs.
Understanding Social Media Impact
After segmenting BeeNourished's users, I worked with the marketing team to analyze the impact of their social media accounts in converting followers into clients. Our analysis revealed missed opportunities, and we found that many users were not responsive to content focused on marketing services and programs. We sought to understand what these key personas cared about when looking for programs, services, and health coaching that could improve their health.
From there, we surveyed these three segments and segmented them further into current followers, current & former clients, and non-followers/clients who fit the demographic we were targeting.
User Research and Insights
Based on our user research, we were able to learn what content topics could potentially convert more, what services people were willing to pay for, and what benefits to focus on when it came to marketing and selling these programs and services. We also discovered that many followers did not know that BeeNourished even provided services and programs to begin with. With this knowledge, I created a content calendar that defined what pieces of content should be focused on for SEO and marketing purposes, and developed a chatbot that would communicate with users who visited the pages and the website to automate customer service and provide information about the existing programs BeeNourished offers.
Strategic Approach
The last piece of the puzzle was optimizing the website landing pages of the programs and services to ensure we were able to convert prospective clients into paying clients. I integrated Google Analytics into the backend to better understand certain metrics, in particular, the bounce rate and exit rates and where users were usually leaving the page.
Optimizing the website landing pages
We discovered that there were a significant number of users who were bouncing off of the website during the payment process, which suggested there were too many steps in payments. Secondly, we noticed that the pages did not clearly indicate product offerings or have a clear sales funnel.
Product Improvement and Development
Based on our analysis and incorporating the information we learned in our user research, I worked with the CEO to develop free E-books to get users into the funnel and incorporated a newsletter sign-up to ensure we have repeated communication with leads. Thereafter, I worked with the CEO and the developers to do three things: develop a page that provided the unique selling point (USP) that distinguished BeeNourished from other fitness and health services, redesign the program landing pages, and A/B test pricing strategies.
Free E-Books Page
The BeeNourished Method
We developed a USP called the BeeNourished Method, where BeeNourished's unique approach to healthy living was clearly outlined to site visitors and marketable to social media.
I then redesigned the landing pages and provided a flow to the pages, with important sections and messaging that reflected what users said would influence them to purchase a program from our previous surveys, and incorporated SEO optimization into the page to give BeeNourished a chance to show up in search results for key relevant topics. Lastly, we tested two landing page variations where the prices and length of the programs were tested.
Final Delivery
BeeNourished saw immense growth on its social media platforms with significantly higher conversion rates and CTR on its social media and ad campaigns. BeeNourished went from having 1.9k followers to 15k followers in the span of a few months. Additionally, BeeNourished saw its greatest number of clients for its seasonal 90 day program immediately, despite only launching the new pricing, landing pages, and free e-books one month before the new season. Signups skyrocketed, and BeeNourished has been seeing year-over-year growth ever since.
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