CASE STUDY
OOVA: GO-TO-MARKET UX & CRO
BACKGROUND
Oova is changing women’s health and the way families are built with at-home fertility and hormone tester kits for perimenopause.
There are 2 particularly unique needs for Oova to be successful: trust and sincerity. Because they deal with the sensitive ability for women to get pregnant it’s important to communicate the quality of the product through recommendations from users and doctors and from user-first perspective.
GOAL
Develop the full user experience from introduction via ads and influencer content to site exploration & product education to purchase and recurring subscription upgrades.
Increase conversion rates for purchase and upgrades to subscription
THE LAUNCH PROCESS
Research: Competitor analysis, audience research (ie. women leveraging IVF, perimenopause)
Messaging: Analyze the brand’s USPs and create a matrix to identify messaging. Categorize for channel & site usage.
Referrals: Research fertility social media influencers & other trusted doctors and ambassadors to develop user-generated content & testimonials.
Problem/Solution/Proof Site Structure: Structure site based on the the best way to communicate similar health-tech devices & solutions.
Post-launch Analysis: Analyze purchase behaviors to influencer all purchase decisions.
Ongoing Site Testing
IMPACTFUL CREATIVE
Launched Influencer Program leveraging outreach and Billo for TikTok and Instagram
USP optimization: Balance technology, scientific details, and hormone education and heartfelt recommendations
UGC reviews
Doctor testimonials
“Did you know” content
Industry Authoritative whitepapers and blogs
Founder Content (who started company after her infertility journey
User Experience & CRO
Launched with standard best practices for the health-tech space with ongoing testing schedule
User testing, A/B testing, and heat map analysis gave insight on optimal updates to improve on-site metrics & conversion rate
We additionally analyzed customer service emails and social comments to understand pain points to direct improvements
THE OUTCOME
Paid media, organic social, email, and on-site metrics saw impacts on all metrics and the brand became more cohesive.
+180%
increase to new customers each month after launch
-25%
Improvement in CAC after first quarter
Interesting insight: due to the nature of product usage we adjusted the sales funnel to push basic product sales with aggressive upgrade to subscription and larger packages.