Candid is a DTC clear aligner company
As an early stage startup, Candid was still finding product market fit. One challenge we ran into was customer communication and satisfaction.
Customers were confused
We learned that our users were confused about where they were in the Candid process. Our first attempt at solving this was a timeline for customers to track their progress.
Our testing strategy & metrics
We ran an A/B test with this timeline. Our metrics were received treatment plan, aligner conversions, and support emails/tickets.
Treatment plan received
Control
1.30%
Test
3.80%
Lift
187.40%
Aligner conversion
Control
0.53%
Test
1.17%
Lift
121.90%
Support emails and tickets
% emailed support
Control
27.50%
Test
26.50%
Lift
-3.70%
% with open ticket
Control
21.43%
Test
19.40%
Lift
-9.50%
# of emails per customer
Control
1.28
Test
1.37
Lift
6.40%
What we learned
Although we massively improved treatment plan delivery and aligner conversions, we ended up with more emails for support to answer.
Fortunately, we learned that the content of those emails was focused on how to take photos and impressions. This sparked ideas on how to improve the at-home starter kit experience.
