How we saved 60% of costs

The Challenge

At HoneyToon, we’re committed to bringing our audience the best in licensed Hentai Manga, with the promise of genuine, high-quality content. Our extensive selection of manga caters to various tastes, and we’re constantly expanding our library.

But something was off

We encountered several challenges, including developing the future business strategy, identifying reasons for conversion drops, formulating hypotheses for testing, increasing the conversion rate, understanding the customer journey and platform experience, and determining necessary implementations or changes for potential growth.

We realized that we urgently need user research, to find solutions for the following problems

1. Why don’t they pay?
2. Why do they terminate the subscription? (main reason chosen – no longer interested)
3. What to do to encourage them to buy/prolong the subscription?
4. What are other ways to get a user (if not free 1-3 episodes to get them interested)

The Strategic Research Phase

Right from the start, Hot Pies dove deep into understanding our users and market landscape through:

• 4 User Interviews: Crucial qualitative insights into user behavior and pain points. We’ve recognized that we viewed our users through certain stereotypes, so we’ve devised fresh communication and product strategies to better engage our users.
• Competitor Audit: Detailed analysis of strengths and weaknesses we could learn from. We’ve conducted a thorough analysis of our competitors’ content strategies, enabling us to prioritize comic genres based on user preferences and key factors influencing their reading choices.
• Customer Journey Mapping: This discovery was pivotal for us. Experiencing drops without understanding the reasons was challenging. Now, with a better understanding of when and why users might drop off, we’re actively seeking the most effective solutions

These efforts gave us the facts and vision needed to transform our product, user experience, and business model.

We were pleasantly surprised by the results obtained

• Understood the user’s journey and behavior
• Found the ways to decrease key metrics
• Got clear ideas and hypotheses to deal with them and improve the metrics
• Received new knowledge for the project growth project

We highly value the user research services Hot Pies provided to us. The key result was crystalization of our product strategy and filling our product backlog with promising features saving 60% of costs.