How We Increased Hypuff’s Profitability by 22.54% in 2 Months
The Challenge
Hypuff, a brand specializing in bathroom accessories—particularly soap holders—targeted women aged 40 and older but was facing two significant roadblocks to profitable growth:
High Cost Per Acquisition (CPA): Acquisition costs were eating into profit margins, making it difficult to scale through paid advertising.
Low Margins on Products: With limited flexibility in pricing, the brand struggled to find the balance between profitability and customer acquisition.
Our challenge was to optimize the site experience to improve conversion rates, reduce CPA, and maximize revenue without sacrificing margin.
The Solution
To help this brand scale, we initially focused on improving their store metrics. This ensured a better return on ad spend, facilitating easier scaling.
1. Improving the Product Page
The first and most crucial element we identified as needing improvement was the Product Details Page (PDP) of the best-selling product, the Leaf Soap Holder:
Reduced the header size for a more compact layout. This frees up space to pull up and highlight more essential information.
Added the trust policy. This helps prospects understand the offer. And establish trust upon visiting the PDP.
Reduced the image size for a more compact layout. This frees up space to pull up crucial information above the fold.
Added chevrons for easier navigation.
Rephrased the text of the review (stars) widget, adding “Happy Customers”. This makes it more uplifting.
Rephrased the product name. Added a key benefit to it. This communicates the main benefit it offers to customers and makes the product more appealing.
Added a “Save $5” badge to make the offer more appealing and clear to the prospect.
Replaced dropdown menu with color swatches. This reduces the number of steps required to make a purchase. So it makes the purchase flow smoother.
Added trust seals from reputable payment providers. This establishes more credibility and trust with the prospect.
This drastically improved the conversion rate and gave us a solid baseline to start from.
2. Improving the Conversion Rate: Checkout (Contact Information) to Checkout (Shipping)
In Google Analytics, we noticed a drop-off from the contact information to the shipping page. Despite offering credit card payment options, many comments on ads were seeking clarification on how to pay without a PayPal account.
The brand serves older women who may lack tech-savvy skills. We assumed that the bottleneck in the checkout process was caused by the dynamic checkout option. It’s the first thing that’s seen upon landing. The contact information fields are below it. Which, for non-tech-savvy users, might seem like PayPal is the only option to pay.
We removed the dynamic checkout option. This made contact information fields shown to customers first.
With this change, we accomplished the following:
Increased the conversion rate from Checkout (contact_info) to Checkout (shipping)
Captured more contacts who did not complete their purchases. So our abandoned checkout email sequence became even more effective.
We also added a phone number to the checkout banner. This change helped to enhance trust and credibility, particularly with our older customers.
This change helped us increase the conversion rate further.
3. Improving Average Order Value (AOV)
The soap holders, which were the main sellers, had relatively low margins. Even with a better conversion rate, low margins of soap holders made scaling further nearly impossible.
We needed to find a way to boost AOV and profitability.
Three strategies that assisted us in achieving this were:
We implemented quantity breaks (and buying 4 gets the 5th for free)
We utilized post-purchase offers
We sent upsell offer emails before shipping the products
For the second and third strategies, we tested various combinations to find the most effective ones. This testing led us to identify the best-performing options.
These strategies helped us increase revenue per visitor and enabled us to scale much more easily.
4. Facebook Ads & Pages Alignment
The main product, the Leaf Soap Holder, was unfamiliar to many potential buyers. Though people knew traditional soap holders, this unique draining design was not immediately recognized as a solution to soap mess issues.
We used feedback and product reviews gathered from their Facebook ads to guide our approach in aligning ad messaging with the product page. Customers expressed three key desires:
Dry soap
Clean sinks
Beautiful soap holder design
Through this feedback, we identified the "sinks clean" benefit as the most resonant, driving the highest click-through rate (CTR) and customer engagement.
We implemented the following changes to enhance the product page experience:
Benefit Alignment: Emphasized the “sinks clean” benefit as the main focus, ensuring consistency from ad to product page.
Clear, Concise Messaging: Rather than listing multiple benefits, the product page concentrated on this single benefit to improve conversions.
Visual Reinforcement: Updated images to highlight the product’s functionality in keeping sinks clean, creating a visually cohesive experience.
5. FAQ Optimization
By addressing common questions and objections from Facebook ad comments and reviews, we improved the FAQ section. This proactive approach helped reduce hesitation and provided answers to objections, boosting conversions.
The Results
By optimizing the user experience on the product details and checkout pages, we achieved a 22.54% increase in gross profit margin, leading to higher profitability and sustainable growth for the brand.
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