Case studies

A product recommendation wizard that increased conversion rates by +20%

About Frankie The King

Frankie The King is a subscription eCommerce that offers natural food for dogs. Cooked with fresh and natural ingredients, and after designing a nutritional plan for the needs of each dog, their food is sent to your home on a regular basis so that it is always in optimal consumption condition.

Approximately 30% of dogs have obesity in Spain and this is one of the problems they want to solve. This is the reason why they also provide veterinary nutritional assistance. Whenever you need it, you will have a DOGtor at your disposal, without leaving home.

The challenge

Improving the hot spot of their conversion funnel

In the case of Frankie The King, the subscription form is the hot spot of their conversion funnel: users input the characteristics of their pets in this form and the necessary calculations on the cost of the subscription should be done as quickly as possible to be displayed.

After using different WordPress plugins for this, the team was unhappy with the performance of the form, which was taking too long to calculate and show the pricing. So they decided to look for new tools, finding Arengu.

“Arengu gives us a lot of flexibility to build custom flows for our users (and dogs :P). For us, it’s critical to build subscription wizards with custom logic and connect them to our systems.”
Javier Estévez
CEO, Frankie The King

The solution

Conditional logic + quick API queries with Arengu

Specifically, they needed a multi-step form whose next steps varied depending on the user's responses, able to easily be connected with their API to make the proper calculations without compromising loading times.

 Arengu forms and flows allowed them to develop these functionalities thanks to the visual editor, creating a multi-step form with conditional logic and 'HTTP Request' actions to make custom queries to their own APIs.

In addition to rebuilding the subscription form, they took advantage of Arengu's functionalities to secure their login using multi-factor authentication. 

The result? A big improvement in the UX of their clients and their team when building this part of the funnel, plus a 20% increase in form conversion.

Key points

A multi-step subscription with custom calculations in real time

  • A multi-step form with conditional logic. The subscription form consists of several steps that vary depending on the answers given by the user in each step, considerably reducing its length and friction.
  • Minimum loading times. Unlike other editors, Arengu's flow system allows to set up server-side logic between steps and before form submission, managing queries and displaying their results very quickly. There is no waiting time between form steps.
  • Fast and custom queries to any API. The set of native actions allows queries to any external service with an API at any stage of the form: between steps and before and after submission, so you can use the returning data at any time.
  • ‍Easy to maintain and scale. The software architecture of Arengu allows you to test, analyze and improve your forms really quickly, as well as being easily scalable. The JS SDK allows you to embed them anywhere and update without deployment.
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