Industry
E-Commerce
Challenge
Blue Apron was operating in an increasingly competitive landscape, facing newer brands taking significant market share in the meal kit industry. Additionally, there was a shift in buyer preferences towards healthier food options, which required Blue Apron to realign their messaging and offerings. Despite being a top player in the past, Blue Apron was experiencing declining brand performance.
Results
By targeting new users with customized messaging and optimizing landing pages, Blue Apron saw a significant improvement in their conversion rates. The collaboration led to targeted messaging in ads and custom landing page tests that resonated well with potential customers.
Key Product
PPC, CRO
About Blue Apron
Blue Apron is a leading meal kit company in the food and beverage industry, providing customers with fresh ingredients and recipes to cook delicious meals at home.The Challenge
Blue Apron was facing a highly competitive market with newer brands eating into their market share. The shift in consumer preferences towards healthier eating made it necessary for the company to realign their messaging and product offerings. Despite being an industry leader previously, Blue Apron found themselves grappling with declining brand performance.
The Solution
(un)Common Logic combined our paid media strategy with a conversion rate optimization approach. In the development and iterative testing of customized landing pages, we incorporated end-to-end sales data into our optimization strategy. Furthermore, we implemented custom user messaging, aligned to high value audience segments targeting new customers to bring them into the funnel.
The Results
The collaboration between Blue Apron and (un)Common Logic delivered outstanding results. Conversion rates improved by 86%, total conversions increased by 187%, click volume rose by 39%, and cost per conversion decreased by 18%. These metrics underscore the success of leveraging PPC and CRO strategies.
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