ShroomJunkie harnesses the power of mushrooms to create a delicious, creamy, and high-protein plant-based milk. They launched their first ever product with BAD Marketing in January of 2024, with hopes to take on the biggest names in the plant milk industry.
With a new product, brand new mechanism, and zero data to build off of, we had to create offers, messaging, and compelling angles to quickly scale ShroomJunkie while taking into account the product’s high COGS and expensive shipping costs, AND the loyalty most customers feel to the brands they already know.
Since Shroom Junkie Original Plant milk was an entirely new product, the BAD team wanted to create an offer that was both compelling but took into account the high shipping costs associated with shipping liquids. The bottles also came pre-packed in sets of four, so we couldn’t sell them individually. With this in mind, we decided to launch two offers, a Buy 6 Get 2 Free offer, and a Buy 10 Get 2 Free offer. Our copy team then proceeded with detailed research into the plant milk market, what brands were dominant, what their messaging was, and how they were promoting their plant milks. We created a detailed brand avatar for Shroom Junkie, focusing on the tone and messaging that the brand wanted to embrace.
We decided to create a landing page specifically for TOF traffic, and had our UX/UI and copywriting teams work together to create a visually engaging and conversion-focused page. Then, our developers took over and handled the buildout, while our ads team began preparing for our initial launch. However, as the ads team finalized our ads strategy, we realized that it would be difficult to re-target users based on their offer choices if we only had one landing page promoting both offers. So, we chose to duplicate the landing page we had built, but have a different offer for each page so, our ads team could track MOF and BOF retargeting performance from each offer, rather than having the information combined. To ensure that our split test data was accurate, we made sure EVERY element across both pages was exactly the same EXCEPT for the offer. Our ads and page went live in early January of 2023. Within the first 2 weeks we saw impressive engagement and interest on the ads side, with some of our ads achieving a 9%+ CTR at the top of the funnel…
Sessions
Orders
Conversion Rate
Our ads were crushing it, but conversions weren’t coming in. So the CRO team dove into our heat maps and click events, and saw that while users were visiting the page, few of them were scrolling to see the offer and many were bouncing after the first 1-2 sections of the page. Our first hypothesis was that users were being presented with the sale too early (as our attention bar read “buy x get x free,” so we decided to change the attention bar copy to say “limited time offer” to boost curiosity and increase scroll depth. From January 15th-21st our conversion rate stayed stagnant. We had over 8500 sessions coming to the page, but only 123 of them converted. We knew that the offer may be causing friction, but wanted to test as many CRO optimizations as possible before changing the offer and reducing the potential revenue Shroom Junkie would make. We ensured that all of our changes were reflected on both the buy 10 get 2 free page AND the buy 6 get 2 free page, so we could continue to split test the offers while optimizing the pages. Our optimizations included reframing the offer, highlighting the price per carton rather than the total price, moving the ingredients section closer to the fold, adding a “taste guarantee,” and removing 5 page sections total to reduce overall page length and overwhelm.
Following these changes, the conversion rate lifted slightly to a 1.76%, but we were still not satisfied with our results. At this point, we established that the offer was the main cause of friction between page visitors and converting customers, so we met with the client and established a new offer that would bring in more converting customers without significantly reducing revenue output. We decided to offer a single 4-Pack of Shroom Junkie with free shipping, at a reduced cost of $19.96. To implement this change, we duplicated our current landing page and updated the offer section to reflect the new offer, with NO other changes being made to the page. We wanted to confirm our hypothesis that the offer was creating friction before adjusting more elements of the page, so that we could ensure our data was accurate. We also stopped running ALL traffic to the Buy 6 and Buy 10 pages to ensure our data was clear and conclusive . With these changes in place, the conversion rate jumped to 3.41% for the week of February 1st - February 7th, However, we noticed that approximately 50% of users who reached checkout weren’t committing to the purchase. We decided to do a deeper evaluation into the checkout process to determine what could be causing this friction.
Increase in Conversion %
Increase in ATC %
We saw that on the checkout page, the product was described as “4-Pack, 32 ounce each.” Our hypothesis was that this product description was confusing buyers, because they weren’t sure if the entire 4-pack was 32 ounces total, or if each carton was 32 ounces. To help mitigate this, we upgraded the landing page and to say “Four 32oz cartons” and updated the product to ensure checkout would reflect that users were getting four 32 ounce cartons as well. We saw the impact of these changes within one day, with the conversion rate reaching 3.99% on the 12th of February, and rates averaging out at 3.27% with 43,338 sessions total as the month continued. Not only did our deeply interconnected communication help drive these big increases in results, but we were willing to make drastic changes based on our data, expertise, and analytic insights.
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