Free Shipping with a 90 Day Supply

Problem Space

Improved nutrition takes 60-90 days for most people to feel the impacts.
The largest retention loss occurs in the first 90 days.
Members often complain about needing to pay for shipping on top of paying for a premium product.
There was little interest in reducing margins to cover shipping costs.
Past tests mixed variables and left open questions on the impact of the it test.

Led test pricing structures with the CFO and broader executive team.
Led discussions with the legal team to ensure we were complying with FTC regulations.
Partnered with retention and support teams to solve the problem of how we would not negatively impact existing members.
Partnered with Finance to model success metrics impacts on LTV and cash flow.
Guided analytics to define new metrics, identify what to dig deeper in, and what traffic to isolate.
Coached the e-commerce and creative team on how to isolate variables in their design.

By providing a 90-day product supply with an additional discount and free shipping, we will be able to achieve an X% take rate from new, unique visitors.
If we explain why keeping the nutritional habit for 90 days is essential while offering a 90-day supply with a discount and free shipping, then we will achieve an X% take rate from new unique visitors.