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inne.io CRO Case Study: Optimizing Conversion for a Femtech Pioneer

Executive Summary

This case study documents the conversion rate optimization (CRO) strategy implemented for inne.io, a Berlin-based femtech company pioneering hormone-tracking technology through saliva testing. With an overall conversion rate of 1.76% and significant funnel drop-offs, the project aimed to increase conversion rates through data-driven testing and optimization.

Key achievements:

  • Identified critical funnel drop-offs at product page (66.1%) and checkout (37.1%)
  • Developed and implemented a comprehensive testing strategy focused on mobile optimization (91.6% of traffic)
  • Conducted strategic A/B tests targeting key conversion barriers
  • Achieved 14.6% increase in purchase revenue through above-fold CTA placement
  • Established a structured testing framework for continuous optimization

Client Overview

Inne is a Berlin-based femtech company offering the world's first at-home device to measure progesterone levels via saliva samples. Their flagship product, the inne minilab, consists of a reader device, saliva test strips, and a companion app that provides personalized insights into menstrual cycles for fertility tracking and ovulation prediction.

Key Differentiators:

  • Non-invasive saliva-based hormone tracking
  • Individualized progesterone curve monitoring
  • Scientific approach to fertility awareness
  • Subscription-based model with reader device and regular strip delivery

Initial Situation & Challenges

The initial analysis revealed several critical issues affecting conversion performance:

Baseline Metrics:

  • Overall Conversion Rate: 1.76%
  • Total Users: 84,408
  • Total Conversions: 1,484
  • Average Order Value: €129.97
  • Total Revenue: €192,877.05

Critical Challenges:

1. High Funnel Drop-offs:

  • Product Page to Cart: 66.1% drop-off rate
  • Checkout to Purchase: 37.1% drop-off rate

2. Device Usage Imbalance:

  • Mobile: 91.6% of traffic (primary platform)
  • Desktop: 8.4% of traffic

3. Technical Issues:

  • Inconsistent tracking implementation
  • Tracking discrepancies in checkout flow
  • Duplicate purchase events

4. User Experience:

  • Low engagement time on product pages (26-40 seconds)
  • Limited educational pathways
  • Key CTAs positioned below the fold
  • Lack of clear social proof elements

Strategy & Approach

Based on the comprehensive analysis, we developed a multi-faceted optimization strategy:

1. Optimization Framework

We established a systematic approach to testing and optimization:

  • Fixed analytics implementation issues to ensure accurate tracking
  • Segmented traffic by device type, prioritizing mobile (91.6% of traffic)
  • Implemented the PIE (Potential, Importance, Ease) framework for test prioritization
  • Adopted an overlapping test strategy to maximize experimental power

2. Key Focus Areas

The strategy targeted five critical conversion elements:

Mobile Experience Optimization

  • CTA size and placement adjustments
  • Above-fold content prioritization
  • Touch-friendly interface elements

Trust Building

  • Social proof implementation (Google reviews, testimonials)
  • Clear value proposition communication
  • Trust badge optimization

Product Page Enhancements

  • Pricing display improvements
  • Plan selection optimization
  • Educational content integration

Purchase Path Simplification

  • Checkout CTA optimization
  • Direct purchase options
  • Reduced friction points

Educational Pathways

  • Secondary CTAs for product education
  • Video explanations of the product
  • Clearer visualization of the saliva testing process

Key Tests & Results

Test 1: CTA Above Fold Placement

Hypothesis: Moving the hero CTA above the fold will increase engagement and purchase rates by making the action point immediately visible upon page load.

Results:

  • Purchase Revenue: +14.6% (€3.14 → €3.61 per visitor)
  • Checkout Started: +23.8% (€10.03 → €12.42 per visitor)
  • CTA Click Rate: +10.29% (9.14% → 10.08%)
  • 24-Month Plan: +18.24% conversion increase
  • 12-Month Plan: +36.15% conversion increase

Learning: Immediate visibility of primary action points significantly impacts the entire conversion funnel, with particularly strong effects on premium subscription plans.

Test 2: Subscription Plan Reordering

Hypothesis: Moving the 24-month subscription plan to the first position will increase its visibility and perceived prominence, leading to higher selection rates for this high-value plan.

Implementation:

  • Control: 3-Month → 12-Month → 24-Month
  • Variation: 24-Month → 12-Month → 3-Month

Key Insight: Presenting the highest-value option first helps anchor customers' expectations and increases premium plan selection rates.

Test 3: Mobile CTA Size Optimization

Hypothesis: Increasing the CTA width to 300px will improve its visibility and create a more prominent visual and tap target, particularly benefiting mobile users.

Focus Area: Optimizing for the 91.6% of users on mobile devices with larger, more visible primary action buttons.

Test 4: Trust Badge Implementation

Hypothesis: Adding a Google rating badge below the hero section will increase conversion rates by providing recognized social proof from a trusted third party.

Implementation:

  • Added star rating display with review count
  • Included Google logo as trust indicator
  • Placed prominently below hero section
  • Mobile-optimized for primary audience

Strategic Value: Leveraging recognized trust signals to build confidence earlier in the user journey.

Test 5: Pricing Presentation

Hypothesis: A consistent strike price across all plans combined with clear value indicators will increase longer-term plan adoption.

Variation:

  • 3-Month Plan: 159€ → 149€ Reader (no badge)
  • 12-Month Plan: 159€ → 119€ Reader ("BELIEBT" badge)
  • 24-Month Plan: 159€ → 89€ Reader ("70 EUR READER ERSPARNIS" badge)

Focus: Creating clearer decision-making frameworks and highlighting value proposition of premium plans.

Strategic Outcomes

The CRO program delivered several key strategic outcomes beyond the immediate test results:

1. Established Testing Framework

  • Implemented structured A/B testing methodology
  • Created standardized test documentation
  • Developed clear success metrics hierarchy

2. Analytics Infrastructure

  • Fixed tracking implementation issues
  • Implemented proper funnel visualization
  • Established device-specific tracking

3. Device Strategy Validation

  • Confirmed mobile-first approach (91.6% of business)
  • Created device-specific optimization roadmap
  • Identified device-specific user behaviors

4. Revenue Impact

  • Improved primary conversion rate
  • Shifted plan distribution toward higher-value subscriptions
  • Increased average order value

5. Testing Velocity Increase

  • Embraced overlapping tests philosophy
  • Reduced time-to-insight
  • Accelerated implementation cycles

Key Learnings & Insights

The optimization program yielded several valuable insights for ongoing and future optimization:

1. Mobile Dominance

  • 91.6% of traffic comes through mobile, making mobile optimization critical
  • Mobile users have fundamentally different engagement patterns
  • Mobile-first design significantly outperforms desktop-adapted layouts

2. Value Communication

  • Clear presentation of long-term value drives premium plan adoption
  • Explicit savings messaging outperforms percentage-based discounts
  • Social proof elements have higher impact on high-consideration purchases