Whoop Improves Customer Engagement Through CRO Program Experimentation

VELOCITY-FLEXIBLE MANAGED SERVICES DELIVERS KPI IMPROVEMENT

Corra’s service streams are holistic and cross-functional, focusing on how every part of a commerce solution is interdependent. Because of this, we don’t simply take tickets and create widgets, we build collaborative and strategic partnerships centered around client’s big picture goals. Our managed services program is strategic, collaborative, and velocity-flexible, so clients never pay for resources they don’t need. Through Corra’s consultation, Whoop’s program was built with their specific goals and mind, focused on improving their targeted KPIs.

CONTENTFUL POWERS WHOOP’S CONTENT, ENABLES NEW MEMBERSHIP TIER LAUNCH

Contentful and Vercel power Whoop’s series of landing pages and membership information pages. The site is beautifully designed, interactive, and conveys complex product and membership information in easy to digest charts. The charts compare and contrast the features available for different membership tiers. Contentful’s flexible and powerful capabilities allowed Whoop creative freedom when giving directions to our design team. 

Whoop has customers all over the world, so the site doesn’t only have one version of the table, but has many to accommodate Whoop’s brand reach. Contentful was a powerful asset in allowing regionalization of the site with individual custom components deployed in the location specific instances where they were needed. Contentful’s Multi-region Delivery Infrastructure played a crucial role in deploying the correct asset to the correct storefront. 

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FEEDBACK INCORPORATED WITH USER TESTING

We conducted rigorous and thorough testing with users all over the world to ensure the UX and overall experience performed to Whoop’s standards. The site is so intricate and has many moving and interactive visual assets, that it was paramount the site remain highly functional. Balancing aesthetics with functionality is the key to successful design, and our team used Whoop’s brand values and feedback in conjunction with user data to build an experience that is beautiful, brand-specific, and encourages users to explore and navigate to the transactional website. 

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CRO PROGRAM INCREASES CUSTOMER ENGAGEMENT

The website Corra worked on was non-transactional. Whoop needed their landing pages to convert customers towards the membership page at a higher rate, meaning conversions in this context are clicks.  Corra’s design and analytic teams worked together to design and build a series of home and landing pages that are dynamic, engaging, and unique. 

Corra ran a rigorous experimentation process with experts that included changing all CTA buttons to a consistent size and color streamlining the user experience, moving the membership pricing higher on the landing page to reduce scrolling (17% increase in conversion rate), using social proof or celebrity testimonials to increase customer engagement, and implementing a sticky navigation menu that follows users no matter where they scroll or what page they go to (4% increase in membership page views).



Our strategic guidance is always backed by analytics, always velocity-flexible so you never pay for a resource you don’t need, and we use our expertise to understand your strategic goals and then design, build, or optimize your website to accompish those goals.

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STORE LOCATOR

Whoop’s digital portfolio is only one arm of their business. Brick-and-mortar stores are an important channel in their revenue portfolio and they wanted their digital storefront to support their digital channel and vice versa. Corra implemented a Store Locator function with location-based capability that is able to recommend users to the nearest Whoop dealer.