Bonafide

Background

Bonafide Health is a brand dedicated to empowering women with natural health remedies. Their range of products address unique women's health concerns with proven and effective solutions. Committed to transparency and rigorous testing, Bonafide ensures every product meets the highest standards of safety and efficacy. Their mission? To help women take control of their health - confidently and naturally.

Bonafide’s eCommerce operations are led by the talented duo of Nargiza Dakmak and Ryan Truitt. With collective experiences at Rebecca Minkoff, Steve Madden, and Proctor & Gamble, they are one of the most innovative teams around, constantly working to improve Bonafide’s digital experience.

Challenges

Nargiza admits that she and Ryan were never really looking to adopt a new A/B testing platform. For years, Bonafide has been partnering with Dynamic Yield to craft and test digital experiences. But when Nargiza met Visually CEO Anya at an NYC dinner, everything changed…

After taking a quick look at the platform, Nargiza understood that Visually was so much more than an A/B testing solution. Visually presented Bonafide with opportunities to create and personalize experiences in ways that were never possible before.

Rapid Implementation - Bonafide generally ran 2-3 A/B tests each quarter. Visually enables them to launch 4+ tests every month!
Complexity - Visually’s native Shopify integration allows for more intricate testing of their catalog, pricing, and even checkout.
Proactive Support - The CRO experts at Visually provide valuable insights and recommendations from experiences with similar brands.

For Bonafide, Visually was exactly what they were missing - a more streamlined and user-friendly platform to amplify their testing efforts.

QUICK LINKS NAVIGATION

It is no secret that the majority of shoppers these days purchase on their mobile devices. Yet, mobile navigation is often quite difficult for shoppers - most are used to the classic desktop experience with collection page dropdowns at the top of the screen for streamlined browsing.

Visually recommended adding a “quick links” navigation to the top of the homepage to mimic the desktop experience that most shoppers are accustomed to.

This was not just an intuitive suggestion, but something that has proven successful for many of Visually’s customers… and Bonafide too! They quickly saw a 6.9% increase in conversion rate from this simple addition, which now lives as a fundamental component on their homepage.

Going forward, the team will look to fine tune the hierarchy and design of the quick links to determine what works best.

CART REDIRECT

Attribution - knowing where their shoppers come from - is incredibly important for the Bonafide team. As a result, their cart page has a dedicated dropdown for shoppers to select how they first heard about the brand.

To ensure that shoppers encounter this dropdown, Bonafide includes an extra step in the shopping journey - when a shopper clicks the “checkout” button in the cart drawer, they are sent to a separate cart page which includes the attribution dropdown.

Visually’s team understood that there was an unnecessary step in the checkout process, which was potentially causing shoppers to drop off in the funnel. While recognizing the importance of shopper attribution, Visually suggested a simple redirect test: send shoppers directly to the cart page instead of first passing through the cart drawer.

Shortly after, Bonafide saw a 5.6% uplift in checkout rate, in addition to a greater percentage of shoppers who filled in the attribution dropdown. Now that’s what we call a win-win!

COUPON CODE REMINDER

Bonafide runs Facebook ads with a 20% off sitewide promotion. The ads drive significant traffic to the site, but were not converting as well as some of the brand’s other traffic sources. The fix? A simple reminder - in the cart and checkout - of the eligible 20% off coupon code.

It is usually safe to assume that highlighting discounts for the shopper will increase conversion rate. Indeed, that’s what happened, as the test saw a 3.5% uplift in conversion rate.

However, more discounts may generally also translate to a lower AOV. Well, not in this case, as Bonafide actually saw a slight increase in AOV, which contributed to an overall 5.5% uptick in profit per session.

Using Visually’s advanced personalizations and integrations, Bonafide will now look to test this same coupon reminder for email, sms, influencers, and any of their other traffic sources.

DIGIOH QUIZ OPTIMIZATION

Bonafide leverages a Digioh quiz to help shoppers discover the products that are best for their specific needs. The quiz has 3 separate steps, each one asking targeted questions, to help generate the best recommendations for the shopper.

The final step of the quiz is a signup form to Bonafide’s email newsletter, which contains relevant content about women’s health solutions.

Visually’s CRO team noticed an opportunity to create a more compelling CTA than the generic “Next” button to complete the form. They suggested updating the CTA to “Get 20% Off” in order to grab the shopper’s attention with the promotional offer.

Let’s just say it worked. Bonafide not only saw increased subscribers, but the test showed a 24.8% increase in conversion rate with the updated copy.

That NYC dinner was a blessing in disguise for Nargiza and Bonafide. Indeed, they were not in the market for a new A/B testing platform. But six months later, they have entirely transformed the way they think about onsite testing and personalization. Bringing test ideas to life is no longer an exhaustive process, allowing the team to launch and iterate faster than ever before.

Here’s what Nargiza had to say:

With Visually, we can go from an idea to launching a new experience in just a few minutes - it’s truly incredible. The quick turnaround means we’ve been able to roll out so many tests in such a short amount of time, which has been a game-changer for our business.

Nargiza Dakmak - Director of E-commerce

How Bonafide Redefined Onsite Personalization With Visually

Background

Challenges

Outcome