Beachbody: Add to Shipment
optimizing free shipping promotions and driving add-on orders
Design Challenge
Deliver new ways for Beachbody shoppers to take advantage of free shipping promotions, easily add items to existing shipments and get the best deals on items in their carts.
Results
24K add-on orders placed in first month
More than $5M added sales revenue since launch (+6 months)
Around $3M in new monthly subscriptions associated with add-on orders
High engagement of coach and preferred customer users (88% of purchases)
Problem Definition
Online shoppers increasingly expect free and discounted shipping, dependent on cart size, item quantity or type, loyalty programs and subscription shipments. Beachbody shipping & handling costs were considered too high and out of step with current ecommerce trends.
Beachbody customers needed an easy way to get free shipping & handling while shopping Teambeachbody.com, especially shoppers with existing monthly delivery subscriptions making additional purchases.
Understanding the User
Pain points
S&H costs cause “sticker shock” and don’t make sense to users. For example: Shaker Cup, priced at $6.95 costs $6.95 to ship; BEACHBAR, priced at $39.80 also ships for $6.95. Users frequently remove items with high shipping costs at checkout or abandon their carts.
Monthly delivery subscribers can’t add items to upcoming shipments and can’t consolidate shipping costs when making new purchases.
Shoppers aren’t alerted about shipping discounts in on product pages, in the minicart or when viewing their monthly shipments from My Account.
My account not mobile friendly
Beachbody shoppers need to use their time efficiently and want product pricing, shipping costs and other subscription benefits to be clear and transparent. They are familiar with the “subscribe & save” model used by Chewy.com, Amazon and many others.
Hypotheses
To guide design ideation and target pain points, the three hypotheses below addressed each usecase defined by our requirements.
If we present free shipping alerts to shoppers (dependent on cart status) via the minicart we will increase both add-on purchases and monthly subscriptions and reduce cart abandonment from sticker shock.
If we create a simplified checkout flow specifically for add-on items on product pages we will increase purchases by existing subscribers and deliver a quicker, easier experience.
If we create a path to add items to upcoming shipments from within users’ subscription dashboard, we will increase purchases by existing subscribers and deliver a quicker, easier experience.
Userflow
New userflow mapped the entry points for existing subscribers adding to shipments in usescase 2 and 3, which I found could easily converge. We were able to use same designs in both these usecases instead of creating unique designs for just usecase 3 (starting in My Account).
Comparative analysis: Learn from others
We considered using Amazon-style radio buttons for the add-to-shipment option but users testing showed a preference for a primary or secondary CTA like the Chewy example below.
We took inspiration from both Chewy’s product page CTA buttons and its large CTA on users’ autoship dash view.
Solutions
Implemented a customized add-to-shipment CTA to encourage users to take advantage of free shipping for add-ons to upcoming shipments
Implemented state-based banner messaging across PDPs, minicart and checkout to promote free shipping offers and drive subscription purchases
Created an add-to-shipment entry point from users’ subscription dash in My Account to encourage add-on purchases and consolidated shipping for subscribers.
State messaging used to display free-shipping banners in minicart, on product pages and in checkout if qualifying items are removed or can be added.
Modal checkout flow for add-on orders delivered the fastest way to check out on TeamBeachbody.com
Updated My Account subscription cards with add-to-shipment CTA and included alert banners in order history to show updated orders and add-ons.