Turning Hello Fresh leads into decision makers
Already enjoying the benefits of HelloFresh, my boyfriend and I faced a decision on meal plans. Balancing my health-conscious, chicken-free diet with his preference for heartier meals added a layer of complexity. Exploring the HelloFresh website for a plan that accommodated both our tastes revealed unexpected challenges. The landing page with plans choice lacked the detailed information I sought.
A lack of a centralized comparison solution. Frustrated, I turned to a specific Google search query for "HelloFresh plans description" to find the clarity I needed. The search results provided an actual informative description page, which I had to find through a digital labyrinth: chaotically clicking on pages on the website and eventually leaving the website.
And then I thought: how users can make informed decisions having primarily only this piece of product details?
My question led me to exploring challenges and solutions for creating a truly seamless UX for meal kit subscriptions.
Challenges
Limited Information:
The existing landing page lacked comprehensive details about meal plans, resulting in users having an incomplete understanding of the offerings.
Fragmented Plan Descriptions and Navigation Hurdles:
Users encountered difficulty in finding actual plan descriptions as the information was scattered across multiple pages. This fragmented structure, combined with the necessity to jump between pages, impeded a seamless user experience and increased the likelihood of potential leads losing interest and abandoning the site.
Discover & Define
Research & Analysis: I conducted user user research on Reddit to understand the pain points and user needs. Potential customers ("leads") struggle to gather more information about meal plans before purchasing what makes them in several cases abandon the landing page.
Common trends: I've researched important stats about how product descriptions impact the decision to buy online. Well-crafted descriptions play a key role in shaping user decisions and overall satisfaction in the world of online shopping.
87%
of consumers consider product content extremely or very important when deciding to make a purchase. Detailed and accurate descriptions play a key role in building buyer trust - Salsify research in 2022.
30%
increase in sales compared to shorter descriptions. Users often seek detailed information to make informed decisions - Nielsen Norman Group research in 2022.
20%
of users failed to purchase a product because of incomplete or unclear product information - ConversionXL research in 2022.
Information Architecture:
Conducted user surveys and analyzed customer feedback to identify the specific information users were seeking regarding meal plans.
Enhanced the content on the landing page to provide comprehensive details about each plan, including meal variety, dietary options, portion sizes, and pricing.
Consolidated plan descriptions on a single page, eliminating the need for users to navigate through multiple pages to gather relevant information.
Navigation Flow:
Implemented a user-friendly navigation flow, allowing users to easily scroll through different plans without the hassle of jumping between pages.
Introduced clear and intuitive navigation elements, such as a hover animation, to enhance the overall user experience within 1 page.
Design & Deliver
Content Upgrade:
Updated the landing page content to include detailed information on each plan, addressing the previous limitations in information.
Redesigned Layout and Navigation:
Implemented a unified layout that presented plan details cohesively on a single page, reducing fragmentation.
Optimized the navigation flow to ensure a seamless and user-friendly experience.
Solution 1: Hover Animations
Solution 1: Hover Animation with Short Descriptions
To enhance the HelloFresh Plans Choice Landing Page, one effective solution is to implement a hover animation feature. This feature would allow users to hover over each meal plan, triggering a brief animation that reveals a short description: the key details of the meal plan.
Implementation:
Hover Animation: When users hover over a specific meal plan, a subtle animation triggers, drawing attention to the plan.
Short Description Pop-Up: A concise pop-up appears, providing key information about the meal plan, aiding users in quickly understanding the differences between plans.
Benefits:
Enhances user engagement and interaction on the landing page.
Provides a quick and informative overview of each meal plan without requiring users to navigate through multiple pages.
Allows users to make more informed decisions by understanding plan differences at a glance.
Solution 2: Next Week Recipes Overview
Another solution to improve the HelloFresh Plans Choice Landing Page is to introduce a "Next Week Recipes Overview" section. This section would offer a sneak peek into the upcoming week's meal plans, showcasing a selection of recipes from each plan.
Implementation:
Dedicated Section: Add a dedicated section on the landing page titled "Next Week's Menu" or similar.
Recipe Cards: Display visually appealing recipe cards for a few upcoming meals in each plan.
Brief Descriptions: Include concise descriptions of the showcased recipes, emphasizing key ingredients and culinary highlights.
Benefits:
Provides users with a preview of the diverse and delicious meals included in each plan.
Helps users anticipate and visualize the variety within each plan, aiding in decision-making.
Enhances transparency and user confidence by offering a glimpse into the meal options for the upcoming week.
Conclusion
The ongoing testing phase is essential for refining the features based on actual user experiences, fostering a landing page that not only meets user expectations but also positively influences key metrics:
Time on Page: Anticipation is that users will spend more time engaging with hover animations and exploring upcoming recipes, contributing to increased time on the landing page.
Interaction Rates: The combined features are expected to result in higher interaction rates, signifying heightened user engagement.
Conversion Rates: Providing a clear understanding of meal plans and offering a sneak peek into the future menu has the potential to positively impact conversion rates, potentially leading to more subscriptions.
Decision Confidence: Users gaining confidence in their plan selections, as facilitated by the integrated solution, may contribute to reduced hesitation.
Through this integrated approach and ongoing usability testing, HelloFresh can tailor the landing page to align seamlessly with user preferences, ensuring a positive and informed decision-making process for users, and ultimately driving positive metrics and user satisfaction.