Joe Simmons
Case Study | ZOE | Website
Growth design for a world-leading science and nutrition startup
Introduction
Two projects: a pricing redesign that lifted LTV, and a homepage redesign for a major launch.
On ZOE’s growth team I improved the website, quiz, and payment flow to lift conversion across the ad and web funnels.
Project 1 | Pricing
A new pricing model: LTV up 37%, paid-ads CVR up 140%.
Over three months, I redesigned ZOE’s pricing to lift conversion.
- Rolled out to 17,200+ people across the UK and US.
- Balanced lifetime value, conversion, and a clear offer in one design.
- 3 stakeholder workshops and 100+ user-testing sessions with another designer, iterating fast after launch.
+37%
Lift in LTV
+140%
Paid-ads CVR
17,200
Rolled out, UK & USA
The pricing page
Plan length visible at a glance
Clearly showing what’s included
Price anchors
Free trial explained
Pricing clearly laid out
Project 2 | Homepage redesign
Redesigning the homepage for a new brand and a major launch.
Ahead of a major launch with Marks & Spencer and a new food product, I redesigned the homepage around ZOE’s updated brand and visual identity, sharpening the messaging to engage a colder audience arriving from the collaboration.
The results
Higher engagement, steady CVR, even with a colder audience.
The homepage launched on time for the product debut. Visit-to-quiz email conversion rose by 2.9%, and bounce and purchase conversion held steady against a colder, harder audience.
Iterating post-launch
A/B tests pushed quiz CVR up another 17% and purchases up 4%.
A new H1 lifted quiz-landing-page CVR by 17%; a Trustpilot banner lifted conversions by 12%. I designed the assets for the METHOD Study launch, hitting 4% lead-to-purchase.
+17%
Quiz-page CVR
+2.9%
Quiz-email sign-ups
4%
Lead-to-purchase (METHOD launch)
