Discover how Anatta rocketed buybuy Baby back into eCommerce within 90 days. Explore the Case Study.
Story of partnership
In the year-long partnership, Anatta was able to not only launch 60+ high-value tests for DSC, recovering considerable growth—but also empower DSC to seamlessly run their own CRO program. With Anatta’s support, the output of work DSC accomplished in 2022 shattered DSC’s previous internal records and enabled the brand to reaffirm its position as an industry-leading grooming company.
Anatta’s redesign of DSC’s guest homepage reduced bounce rate by 24%.
The UX Research conducted by Anatta on both mobile and desktop experiences helped lead to an 11% increase in conversions.
Anatta led the helm on Dollar Shave Club’s CRO program, increasing conversion rates across several touchpoints throughout the website and recovering considerable revenue.
After integrating Optimizely into DSC’s legacy stack, Anatta’s team was able to launch 4+ CRO tests in a single month, whereas prior, DSC’s stack could only accommodate a single test every 4+ weeks.
All of Anatta’s work with DSC was supported and informed by qualitative testing, as well as extensive website audits that uncovered both quick wins and long-term opportunities.
Dollar Shave Club has had a large-scale, multi-viral trajectory in the DTC space. Over its 10+ year history, DSC has built a brand firmly positioned as a leading men’s grooming company.
DSC understood that if the company could close the small but growing gaps in their customer funnel via CRO, millions in potential revenue might be recovered.
DSC, an enterprise brand well-known in eCommerce, attracted numerous agencies to their project. In the final stage of pitches, however, Anatta’s flexible partnership model and company culture became the deciding factors.
In the end, Anatta’s flexibility, culture, and commitment to transparency convinced Dollar Shave Club that Anatta was the right eCommerce partner for their monumentally ambitious growth initiative.
Anatta and DSC began their partnership in Q1 2022. DSC partnered up with a UX Designer, a UX Researcher, Project Manager, UI Engineers, and Quality Assurance.
Throughout onboarding, Anatta looked for ways to integrate effectively with DSC’s internal processes and broader, company-wide initiatives. Because of DSC’s size and scale, Anatta wanted to ensure a stubble-free smooth unification between the two businesses and their respective teams.
As DSC and Anatta began collaborating, it became clear that DSC’s now decade-old legacy platform wasn’t optimized for the number of CRO tests Anatta wanted to launch.
Navigating DSC’s intricate codebase with great care, and seeking out ways to streamline the A/B testing process, became Anatta’s highest priority.
After maneuvering through DSC’s legacy platform, Anatta began to see the full picture. Because Dollar Shave Club didn’t have dedicated CRO specialists in-house, their system for collecting and analyzing data had become outdated. And even though DSC had access to the A/B testing software, Optimizely, DSC’s tech stack wasn’t in a position to leverage that software to its full potential.
Anatta set up a streamlined Optimizely integration leaning on their prior eCommerce experiences. The goal was to help DSC test faster and make it easy for the brand to hone in on high-return opportunities in the future.
With a freshly sharpened A/B testing process in their shaving kit, Anatta began putting test hypotheses into action — leveraging exhaustive UX research to pinpoint where DSC’s funnel was leaking, and where their customers were ending up with scratchy razor burns.
One pivotal insight Anatta uncovered had to do with the way DSC showed product reviews on their site. As it turned out, customer reviews were distracting users along their purchasing journey. Haley Rabiu, Anatta UX Researcher, suggested that DSC feature product benefits and testimonials instead.
Anatta built new PDPs, redesigned DSC’s guest homepage, optimized their quiz funnel, implemented a Cart Tray feature, adjusted DSC’s mobile UX, modified DSC’s account portal, and continued running CRO tests to enhance DSC’s entire storefront.
- Introducing a new two-column display of products on mobile increased add-to-cart rate by 3.67%.
- By optimizing DSC’s add-to-cart flow on PDPs, conversion rates rose 34%.
- Creating quick navigation links to make an account grew voluntary account registration by 90%.
- After shortening the number of questions, DSC’s homepage quiz completion rate went up by 6.62%.
For DSC, their partnership with Anatta not only delivered on the original goals of DSC’s growth project but left a lasting impression on the DSC team.