Canada-based Hush Blankets was founded in 2017 by Lior Ohayon and Aaron Spivak to improve adult sleep. Infused with deep touch pressure technology, the Hush Weighted Blanket can be used to help solve problems like stress, anxiety, attention-deficit/hyperactivity disorder (ADHD), insomnia, depression, attention deficit disorder (ADD), and autism.
Before starting Hush blankets, Lior had experience volunteering at a camp for children with special needs. This was where the inspiration for the weighted blanket came. Fast forward a few years and he decided to take the leap and design the world’s first sleep-inducing blanket for adults.
Hush Blankets have been partnering with VWO since April 2020 to optimize their website experience and conversion rates. And with the immaculate results, they hope to further this partnership.
Hush Blankets has partnered with VWO Services to bring expertise in the process of website optimization. Delivering delightful website experiences to customers is pivotal to high conversion rates and thereby, revenue – this is the overarching philosophy behind each experiment conducted on the Hush Blankets website.
VWO Services identified two key pages that had both functional and usability issues.
Test 1. Cart Page – Mobile
Test 2. Product Pages – Desktop
These challenges had to be addressed immediately.
Test 1 – Redesign Cart Page (Mobile)
Owing to the several issues identified on the cart page on mobile it was decided to redesign the page in entirety and test the new version. The following changes were made on the existing cart page, which became the variation:
The team hypothesized that a new design with the above changes would increase engagement with the checkout button and take more users to the checkout page.
The A/B test ran for 14 days. All traffic visiting the cart page on mobile participated in the test, with a 50-50 split between the control and the variation. The variation outperformed the control with a 10.52% uplift in visits to the checkout page. As a bonus, total checkouts (measured as visits to the Thank You page) also saw an uplift of 15.48% resulting in a net 23% uplift in revenue. This implies an estimated uplift in annual revenue of approximately USD 337,000.
Test 2 – Redesign Product Display Page for Hush Classic (For Canada-based Desktop Users)
Owing to the several problems on the product page on desktop, it was decided to redesign the page in entirety and test the new version. The following changes were made to the existing product page:
The team hypothesized that a new design (which would become the variation) with the above changes would reduce the drop-off from the product pages and entice more users to click the main CTA, sending them down the conversion funnel, therefore increasing the number of transactions.
The A/B test ran for 15 days with the entire desktop traffic participating in the test. Traffic was equally split between the control and the variation. The variation won the test with an observed uplift of 5.67% in conversion rate (visits to checkout page). This also led to a 33.15% uplift in checkout rate (measured as visits to the Thank You page) leading to an overall uplift in revenue of 51.32%. This implies an annual uplift of USD 720,000 in revenue.
By solving obvious problems in website experience through well-defined and well-thought-out redesigns, backed by research and analysis, Hush Blankets was able to see massive improvements in not just the key metrics of the tests, but also revenue. The variations have been made live on the website, thereby making the website more efficient, and helping Hush Blankets realize more revenue with each passing day.
With such early wins, the co-founder of Hush Blankets has more confidence in VWO Services. They are now looking to up their testing velocity and being more data-driven in their website optimization journey. Testing and then making changes on the website gives them more confidence in each website change, and this is followed by understanding the impact of each such change. This is something they’d definitely like to continue with in the future.
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