A/B
Testing
design

We often assume that women, especially pregnant women, are the primary consumers of pregnancy supplements. However, by designing different materials, such as A/B testing ad campaigns with visuals focused on men, women, and babies, and carefully analyzing the collected consumer data, including age, gender, conversion rates, engagement rates, and time spent, we discovered that men are actually the primary purchasers of maternal and infant products. Subsequently, through focused interviews, we confirmed our hypothesis: in terms of consumer behavior, men believe that giving capsules as a gift, as opposed to formula, is a more caring gesture towards their partners. Ultimately, based on this research, we launched a targeted campaign aimed at men, resulting in a 3% increase in conversion rates and a 0.1% increase in engagement rates for the final product.

Responsibilities : Data analysis, front-end positioning, focus interviews, A/B testing design