Eden Experimentation Analytics Workstream Goal Build a repeatable experimentation engine to reach 2026 retention, conversion, and revenue goals by testing hypotheses of changes that will drive KPIs. Test results will provide direction on marketing campaign, intake form, and pharmacy operational optimization. By Driving Improvements… ● Build the experimentation engine ○ Brainstorm, approve, and log list of experiments we want to run with timeline, sample size, sample affected (which customers?), and hypothesis to be tested. Tests should be mainly run on landing pages, SEO blog posts, intake forms, and emails ○ Select A/B testing software (VWO or other tool) ○ Run tests, gather results, and analyze results within 5 business days of experiment end ● Improve overall marketing funnel through top of funnel improvements ○ Direct ad spend to the correct customer profile (ICP) ○ Spend time nurturing most valuable leads to get to intake ○ Increase SEO traffic and spend ● Optimize CRO through landing page changes and abandon cart campaigns ○ Improve landing pages to raise conversion rates ■ Reduce unnecessary steps or combine questions into one page ■ Make improvements to UX or make form easier to complete ○ Bring back abandoned intakes via optimized email campaigns ○ Test optimal # of impressions/lead (put in appendix) ● Retain existing customers by optimizing retention marketing and improving operations and product ○ Effectively use winback, retention email campaigns and check-up reminders ○ Send out satisfaction surveys and understand customer pain points ○ Provide quality customer support to decrease churn ○ Upsells, cross-sells, and bundling to increase customer LTV What do I want to know? ● Which intake forms have the lowest conversion rate? Which pages are leading to this dropoff? What is the amount of revenue affected? Is the problem rooted in the intake form itself or upper funnel (bringing in unqualified leads) ● Which winback and abandoned cart campaigns are the most effective? How many impressions are needed or ideal before someone converts to a paying customer? Can clickthrough rate be improved through content changes, timing of send, or data-driven targeted actions? ● Which ad spend has the lowest CAC and brings in the most qualified leads? (Measure by conversion rate and pharmacy approval rate) ● Which SEO pages are most effective and which are not bringing in relevant conversions? Which SEO pages generated the most spend and most LTV/customer? ● Which products have the lowest retention? Why are customers churning? How effective are check-up reminders? Why aren’t some customers returning and how can we bring them back? What are the reasons customers do not finish their treatment?
Why do I want to know it? ● To prove and measure results of Eden changes that ensure growth through every part of the funnel: ○ Improve the top of the funnel to decrease nCAC and ad spend, so we reach the right audience. ○ Reduce overall cost by optimizing operations. ○ Increase CRO to drive higher intake completions and prescription approvals. ○ Grow revenue from returning customers by reducing churn and upselling. So what? Why do I want to know it?
Develop a repeatable Experimentation Engine that gives visibility into what process and
marketing attributes drive our metrics and where improvement areas are.
● Improving the upper funnel directly contributes to revenue and also allows us to win more ad bids in paid social and affiliate marketing. ● Testing intake changes allows us to understand if conversion is more affected by number of steps, UX, or question content so we can optimize where we fall short. ● Optimizing SEO is an additional source of revenue that does not involve direct ad spend. ● Testing email changes and tracking lift in click and and CTA rates in Tableau (Email Marketing Lifecycle Dash) allow us to do better email marketing ● Winning back customers and reducing churn is significantly cheaper than bringing in only new customers. Measured by? ● Decrease in CAC by product ● Traffic and spend from SEO ● Increase in Intake CRO by intake form and overall ● Increase in month-3+ retention rate ● Decrease in treatment abandon rate ● Increase in customer LTV Henry’s notes Test ideas:
- Conversion rate
- Reduce steps
- Combine questions into one page
- Marketing
- More impressions per user, and retarget with new content
- Email campaigns
- Retention with discount