Mother’s Day persona analysis and survey
The Ask:
Based on survey analysis and User Persona data, identify and recommend options to increase customer cart value and customer lifetime value.
The Process:
First I began by researching the Mother’s Day gifting market through qualitative 1:1 interviews. Questions asked during the interviews included:
What did individuals typically purchase as a Mother’s day give?
Who was the individual most likely to purchase? (ex: Daughter, Husband, Son)
How many gifts does an individual typically purchase for Mother’s Day?
How many Mother’s Day recipients does an individual give to? (ex: Mother, Mother-in-law, Daughter, Sister)
After having a better understanding of Mother’s Day purchases, I wanted the ability to quantify timing of purchases, how they choose a Mother’s Day card, and the emotions behind choosing a Mother’s Day card. To do this, I created an incentivized ($5 off next Lovepop purchase), 19-question survey. Working with our data team, we pulled 5,000 customers who had purchased with Lovepop during the past Mother’s Day and used 200 Amazon Mechanical Turk participants. From the Lovepop customers, we had a response rate of 34%, resulting in 1,700 responses. As Mechanical Turk is a paid service, we received a 100% response rate, resulting in 200 responses.
The 19-question survey included questions such as:
Which words best describe how buying a greeting card for Mother’s Day feels like to you? (select all that apply)
What typically reminds you it’s time to buy Mother’s Day cards? (Please select all that apply)
How far in advance do you typically buy Mother’s Day cards?
How many Mother’s Day cards did you purchase last year?
Who do you typically purchase Mother’s Day cards for? (please select all that apply)
The Results
From the survey I was able to identify multiple trends:
Lovepop’s “high-value” target for Mother’s Day was Females, 35 - 65, who were married, but did not have children currently living at home. Additionally, they find the process to be “stressful”, therefore, Lovepop needed to call out how “easy” and “rewarding” it was to find the perfect card.
Males typically find the process of purchasing a Mother’s Day card to be more of an “obligation”. Therefore, Lovepop needed to call out how easy the online process was to pick out a card.
Customer Personas to avoid included: not over indexing investments to younger females as they are more price conscious and put most of their budget on gifts, and avoiding promoting to last-minute buyers, as most Lovepop Mother’s Day purchasers typically purchased cards a week in advance.
Following the trends, our next steps were to target characteristics of “high-value” target with language stating how unique Lovepop’s cards designs were and how much recipients love them. We launched marketing campaigns 2 -4 weeks before Mother’s Day for women 35-64, and 2 weeks before for Males 25 - 44. Finally we identified for future Mother’s Days, Lovepop would create product offerings for sentimental gifts (photo frames, memory boxes) and partner with strategic online retailers (Edible arrangements, Amazon, 1-800Flowers).
From this qualitative and quantitative study, we were able to understand our target consumer and messaging to increase cart value during Mother’s Day by 15% and customer lifetime value by $2.13.