Carnivore Club is essentially a wine of the month club for meat. They offer a new-to-Oz subscription service in which a charcuterie box filled with 4-6 handcrafted types of meat lobs on your doorstep each month. Carnivore Club is about “satisfying your inner carnivore” through the discovery of amazing cured meats and the story of their creators.
Carnivore Club’s team understands the importance of content, as can be seen by their decision to work with Hulk in the first place, but they were curious to learn exactly how much certain content details affect the bottom line. As their most robust Subscription Funnel content initiative at the time, it made sense for the Carnivore Club team to first figure out how much their Subscription Funnels are increasing their conversion rate.
When the Carnivore Club team first learned of Hulk’s new A/B Testing and Optimisation, they were excited to give it a try. Due to their internal culture of robust experimentation, they quickly got our team to began building out a test to see how different variations of Subscription Funnels affect their conversion rates. Our team set up their test to measure how Subscription Funnels are tied to actual customer behavior performed compared to more general Subscription Funnels when they appear on the Subscription page.
Once the test achieved significance, our team dissected the results by segment to uncover more useful insights (such as whether Variation A performed better than Variation B, or vice-versa). This deeper dive led to the Hulk team discovering that not only do the more detailed Subscription Funnels increase conversion rates for both first-time customers and repeat loyal customers, but they also increase average order value within both segments.
Our team then replicated the content-based tests on their homepage in order to increase visibility and learn if the page location of the CTA’s would change the results. The conclusion was the same, and the Carnivore Club team now knew how we optimized their site for both a higher conversion rate and average order value within two of their key segments.
"We're especially happy with Hulk's A/B Testing & Optimization service because it's clearly for Shopify merchants like us, and supports use cases that are not usually a focus for other testing platforms. Better understanding customer behavior is one of our key initiatives, so it makes it a great solution for us!"