How HelloFresh increased monthly subscription revenue with a redesign

HelloFresh is a meal subscription delivery service positioned for those who are too busy to grocery shop. As the company grew, so did the amount of their recipes, which resulted in a more complex menu to navigate in order to help their subscribers discover dishes that they would be interested in getting delivered to their door step

After receiving qualitative feedback from their customers, Hellofresh sought out to redesign their menu pages, while simultaneously delivering on a design that would inform users of add-ons they might like in order to increase their monthly cart value.

The experiment

And the image above displays the variant, which contributed to a 7% increase in upselling revenue.

Why we think this is a Good A/B Test:

As companies grow, their offerings can become more complex. Always staying close to your customers and keeping track of feedback or customer complaints is an excellent way to inform your product design and of course, experiments.