Chat UI Reform Applying Behavioral Psychology Cuts Health Food D2C Customer Acquisition Cost by 40%

A client operating a D2C health food business had successfully improved conversion rates by implementing a chat-based purchase form, but further reducing customer acquisition costs (CPO) remained a challenge.
Particularly with their two-step sales approach, the conversion rate from trial to paid subscription (F2) was low, causing concerns about marketing investment efficiency.
Form abandonment rates were high, with significant drop-offs occurring during the personal information input stage.
Additionally, the reasons for continued usage after the trial period were not clearly understood, making it difficult to design effective communication strategies.

We first conducted detailed user behavior analysis at each form step to identify conversion barriers.
Next, we proposed restructuring chat scenarios using insights from behavioral economics and consumer psychology. We designed question placement to reduce psychological barriers and crafted dialogues that naturally enhance purchase intent.
By combining multiple psychological approaches in our communication strategy, we reduced user mental burden while building a natural path to purchase.
Furthermore, we validated multiple scenario patterns through A/B testing, designing the optimal customer experience over a two-month period.

By optimizing the chat UI based on behavioral psychology, we achieved a 40% improvement in customer acquisition cost (CPO), exceeding the initial target by 30%.
Specifically, the conversion rate from free trials to paid subscriptions increased by 35%, and form completion rates also improved significantly.
Furthermore, the dropout rate during the user information input stage was halved, streamlining the overall conversion path.
Additionally, strategically designed interactive surveys accumulated valuable data on customer retention reasons, contributing to the optimization of marketing messages.
Beyond short-term results, we also successfully built the foundation for long-term marketing strategies by leveraging the acquired data.