Tiege Hanley
“I think it’s good that we’re figuring out these discounting impacts now so we’ll be much more confident in our discounting decisions.”
Background
About Tiege Hanley
Tiege Hanley is a men’s skincare brand based in Chicago. It sells skincare by subscription, in three levels, through its own site.
When Invesp started in October 2017, the company was two people, and one of them wasn’t full time.
The challenge
What Tiege Hanley needed to solve
The team needed to know how many new visitors became customers. Recurring orders inflated the conversion rate, so Invesp split first-time buyers out from renewals.
Mobile first-time visitors bought at less than a fifth of the desktop rate, and mobile had more sessions than desktop.
The solution
How Invesp approached it
Quick wins went live in the first six to eight weeks while the research ran.
Invesp interviewed customers from three groups: people who had just bought, people who had subscribed for three months or more, and people who had just cancelled. Tiege recruited the volunteers and thanked them with gift cards. Invesp also ran a questionnaire, a usability test, a poll and a review of customer emails.
Roughly 47% of the customers surveyed said they loved the product and wanted something for acne. A lot of the customer base were teenagers. Acne wasn’t their core product, and the team didn’t see Tiege Hanley as an acne company. They launched acne products anyway, and the line became one of their most successful.
Testing ran in FigPii, with Hotjar heatmaps on the homepage, checkout, the Levels and Acne pages, and the landing pages.
The results
The impact
The homepage redesign won on desktop. Its new hero dropped the video and the secondary heading, and it led with a new headline, “Helping men look amazing,” over a shot of the product bottles, with a bigger call-to-action button. The mobile homepage and cart tests were inconclusive, and Tiege shipped them anyway because they fit the brand.
On the Levels product pages, Invesp tested new benefit copy for each of the three subscription levels. The test found no result.
Influencer traffic saw 25%, 30% or 40% off. The 40% offer won with a 19% lift. Tiege kept the 25% offer to protect customer lifetime value.
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