Insuma by Alicorp
Driving digital independence through data-driven design (2025)
Experimentation
A/B Testing
Growth & Innovation
Sales Uplift
2.4x
Independent users
10k
Scaling Digital Independence through Data-Driven Design
Breaking Dependency
Insuma empowers over 30,000 businesses, yet many relied heavily on assisted sales. My core challenge was to shift user behavior from dependency on sales reps to full digital autonomy to reduce operational costs.
Aggressive Experimentation
We shifted from intuition to evidence, executing over 41 tests (A/B & Before/After) in a single year. We focused on validating new features, driving growth in niche categories, and personalizing the experience by business type (Giro).
The Outcome: 10k Autonomous Users
This strategy successfully transitioned 10,000 active users to fully autonomous purchasing, exceeding our initial goal. We significantly boosted conversion rates and Average Order Value (AOV) across key segments.
Experiment 01
The Floating Banner
The Challenge
High-potential promotions were getting lost in the product feed, leading to low conversion on key categories like cleaning supplies.
Hypothesis
Increasing the visibility of offers through a persistent UI element (Floating Banner) will force user attention without disrupting navigation.
The Result
2.3x
Sales Uplift
The floating banner more than doubled sales compared to previous months.
+154%
Category Growth
Cleaning category sales experienced a 2.5x growth during the experiment period.
Key Insight
How we display the offer matters as much as the offer itself.
Control
Variant
→
Sticky Component
Experiment 02
Visual Urgency
Countdown Timer
The Challenge
Users were browsing 'Flash Promos' but delaying the purchase decision, resulting in abandoned carts.
Hypothesis
Adding a visual countdown timer will trigger a sense of urgency (Loss Aversion), accelerating the conversion loop.
The Result
S/67,000
Revenue Impact
Drove a high-volume revenue spike in attributed sales
+2.14%
CTR Increase
Setting a new benchmark for campaign effectiveness
Key Insight
Visual urgency successfully unlocked necessary purchases in specific categories.
Control
Variant
Psychological Trigger: Scarcity
→
Experiment 02
Visual Urgency
Countdown Timer
The Challenge
Users were browsing 'Flash Promos' but delaying the purchase decision, resulting in abandoned carts.
Hypothesis
Adding a visual countdown timer will trigger a sense of urgency (Loss Aversion), accelerating the conversion loop.
The Result
S/67,000
Revenue Impact
The component directly generated attributed sales
+2.14%
CTR Increase
Setting a new benchmark for campaign effectiveness
Key Insight
Visual urgency successfully unlocked necessary purchases in specific categories.
★ Featured Experiment
Experiment 03
Smart Personalization
Home por Giro
The Challenge
Insuma serves diverse businesses (Bakeries, Restaurants, Cleaning Services). A 'one-size-fits-all' homepage was irrelevant for niche users, diluting the value proposition.
Hypothesis
Tailoring the homepage content by business type ('Giro')—showing relevant products and educational content—will increase engagement and direct sales.
The Result
+9,000 PEN
Direct Sales
From just 23 targeted new users
9
Consulting Requests
Proving that relevance builds trust
Key Insight
Personalization only works when mapped correctly to user intent; generic segmentation falls flat.
Control
Variant
Segmented Experience
→
Experiment 04
Insuma Stories
Education
The Challenge
Clients relied heavily on sales reps because they didn't know how to use the platform's full potential.
Hypothesis
Leveraging a familiar social media pattern ('Stories') to deliver bite-sized education will improve digital adoption and trust.
The Result
48%
User Engagement
Users engaged with stories and learned about new features
S/2,000
Immediate Sales
From users consuming educational content
Key Insight
Proven that educational content can act as a commercial lever.
Control
Variant
Familiar UI Pattern
→
Other Projects
See Project
→
See Project
→
See Project
→
Insuma Growth & Experimentation
Driving digital independence through data-drive design (2025)
Experimentation
A/B Testing
Growth & Innovation
Sales Uplift
2.4x
Independent users
10k
Scaling Digital Independence through Data-Driven Design
Breaking Dependency
Insuma empowers over 30,000 businesses, yet many relied heavily on assisted sales. My core challenge was to shift user behavior from dependency on sales reps to full digital autonomy to reduce operational costs.
Aggressive Experimentation
We shifted from intuition to evidence, executing over 41 tests (A/B & Before/After) in a single year. We focused on validating new features, driving growth in niche categories, and personalizing the experience by business type (Giro).
The Outcome: 10k Autonomous Users
This strategy successfully transitioned 10,000 active users to fully autonomous purchasing, exceeding our initial goal. We significantly boosted conversion rates and Average Order Value (AOV) across key segments.
Experiment 01
The Floating Banner
The Challenge
High-potential promotions were getting lost in the product feed, leading to low conversion on key categories like cleaning supplies.
Hypothesis
Increasing the visibility of offers through a persistent UI element (Floating Banner) will force user attention without disrupting navigation.
Control
Variant
Sticky Component
→
The Result
2.3x
Sales Uplift
The floating banner more than doubled sales compared to previous months (x2.37 vs previous month)
+154%
Category Growth
Cleaning category sales experienced a 2.5x growth during the experiment period.
Key Insight
How we display the offer matters as much as the offer itself.
Experiment 02
Visual Urgency
Countdown Timer
The Challenge
Users were browsing 'Flash Promos' but delaying the purchase decision, resulting in abandoned carts.
Hypothesis
Adding a visual countdown timer will trigger a sense of urgency (Loss Aversion), accelerating the conversion loop.
The Result
S/67,000
Revenue Impact
Drove a high-volume revenue spike in attributed sales
+2.14%
CTR Increase
Setting a new benchmark for effectiveness
Key Insight
Visual urgency successfully unlocked necessary purchases in specific categories.
Control
Variant
Psychological Trigger: Scarcity
→
★ Featured Experiment
Experiment 03
Smart Personalization
Home por Giro
The Challenge
Insuma serves diverse businesses (Bakeries, Restaurants, Cleaning Services). A 'one-size-fits-all' homepage was irrelevant for niche users, diluting the value proposition.
Hypothesis
Tailoring the homepage content by business type ('Giro')—showing relevant products and educational content—will increase engagement and direct sales.
The Result
+9,000 PEN
Direct Sales
From just 23 targeted new users
9
Consulting Requests
Proving that relevance builds trust
Key Insight
Personalization only works when mapped correctly to user intent; generic segmentation falls flat.
Control
Variant
Segmented Experience
→
Variant
Familiar UI Pattern
→
Experiment 04
Insuma Stories
Education
The Challenge
Clients relied heavily on sales reps because they didn't know how to use the platform's full potential.
Hypothesis
Leveraging a familiar social media pattern ('Stories') to deliver bite-sized education will improve digital adoption and trust.
The Result
48%
User Engagement
Users engaged with stories and learned about new features
S/2,000
Immediate Sales
From users consuming educational content
Key Insight
Proven that educational content can act as a commercial lever.
Other Projects
See Project
→
See Project
→
See Project
→
Insuma Growth & Experimentation
Driving digital independence through data-drive design (2025)
Experimentation
A/B Testing
Growth & Innovation
Sales Uplift
2.4x
Independent users
10k
Scaling Digital Independence through Data-Driven Design
Breaking Dependency
Insuma empowers over 30,000 businesses, yet many relied heavily on assisted sales. My core challenge was to shift user behavior from dependency on sales reps to full digital autonomy to reduce operational costs.
Aggressive Experimentation
We shifted from intuition to evidence, executing over 41 tests (A/B & Before/After) in a single year. We focused on validating new features, driving growth in niche categories, and personalizing the experience by business type (Giro).
The Outcome: 10k Autonomous Users
This strategy successfully transitioned 10,000 active users to fully autonomous purchasing, exceeding our initial goal. We significantly boosted conversion rates and Average Order Value (AOV) across key segments.
Experiment 01
The Floating Banner
The Challenge
High-potential promotions were getting lost in the product feed, leading to low conversion on key categories like cleaning supplies.
Hypothesis
Increasing the visibility of offers through a persistent UI element (Floating Banner) will force user attention without disrupting navigation.
The Result
2.3x
Sales Uplift
The floating banner more than doubled sales compared to previous months (x2.37 vs previous month)
+154%
Category Growth
Cleaning category sales experienced a 2.5x growth during the experiment period.
Key Insight
How we display the offer matters as much as the offer itself.
Control
Variant
→
Sticky Component
Experiment 02
Visual Urgency
Countdown Timer
The Challenge
Users were browsing 'Flash Promos' but delaying the purchase decision, resulting in abandoned carts.
Hypothesis
Adding a visual countdown timer will trigger a sense of urgency (Loss Aversion), accelerating the conversion loop.
The Result
S/67,000
Revenue Impact
Drove a high-volume revenue spike in attributed sales
+2.14%
CTR Increase
Setting a new benchmark for campaign effectiveness
Key Insight
Visual urgency successfully unlocked necessary purchases in specific categories.
Control
Variant
Psychological Trigger: Scarcity
→
★ Featured Experiment
Experiment 03
Smart Personalization
Home por Giro
The Challenge
Insuma serves diverse businesses (Bakeries, Restaurants, Cleaning Services). A 'one-size-fits-all' homepage was irrelevant for niche users, diluting the value proposition.
Hypothesis
Tailoring the homepage content by business type ('Giro')—showing relevant products and educational content—will increase engagement and direct sales.
The Result
+9,000 PEN
Direct Sales
From just 23 targeted new users
9
Consulting Requests
Proving that relevance builds trust
Key Insight
Personalization only works when mapped correctly to user intent; generic segmentation falls flat.
Control
Variant
Segmented Experience
→
Variant
Familiar UI Pattern
→
Experiment 04
Insuma Stories
Education
The Challenge
Clients relied heavily on sales reps because they didn't know how to use the platform's full potential.
Hypothesis
Leveraging a familiar social media pattern ('Stories') to deliver bite-sized education will improve digital adoption and trust.
The Result
48%
User Engagement
Users engaged with stories and learned about new features
S/2,000
Immediate Sales
From users consuming educational content
Key Insight
Proven that educational content can act as a commercial lever.
Other Projects
See Project
→
See Project
→
See Project
→