How Mr. Lee's Noodles Keeps Salt Low & Conversions High Using Lucky Orange

Mr. Lee’s Noodles isn’t your average noodle shop.

And their products aren’t your run-of-the-mill noodle bowls. Damien Lee, founder and the “Mr.” in “Mr. Lee’s” made this very clear by saying, “we’re proudly the most expensive instant noodle in the market.”

With their effort centered around delivering a healthier, more wholesome product void of nasties, the team has their north star in place. And when it comes to the experience on their website, they aim for an equally world-class product.

We recently connected with Kasia Bigda, Marketing & Communications Director to talk about their website optimization efforts and the role Lucky Orange plays in this process.

So, who on the team uses Lucky Orange?

It’s really the whole marketing team. And while those people have different roles (Marketing Manager, Marketing Executive and Brand Director), they all find ways to include Lucky Orange in their work.

Our Marketing Executive also covers customer service, so there’s some good crossover for the tools there.

When one of those people finds a noteworthy Session Recording or Dynamic Heatmap, what’s their next step?

If we spot an issue, we share them during our marketing meeting. And when this happens, the team starts to decide what action might be taken. What happens next really depends on the type of issue we’re seeing.

Our action steps range from amending or completely redesigning a feature or section layout to something like fixing a discount code. If we’re seeing a broader issue with a product, landing page or the user journey as a whole, the project might expand a bit and even include other departments.

Can you name a few areas where Lucky Orange helped you solve business issues?

• We’ve discovered various issues via Lucky Orange over the years. For example, if a customer had problems during checkout, we could see if it is user error or a website bug.

• It helped us to identify any issues with geolocation redirections for different countries we are selling in online eg. when someone in the UK lands on the USA product page and is showing 404 error when server tries to redirect them back to the UK site

• Session Recordings help us create a hypothesis for testing. We can actually see what’s happening on the site so our ideas are more informed.

• Lastly, we used Surveys allowing people to vote on the postal code where they’d like to buy Mr. Lee’s Noodles. This was helpful to plan distribution and to bring to discussions with buyers.

What advice would you give to someone looking to add CRO into their day-to-day workflows?

1. Make use of Events and routinely check journeys which are happening in your checkout funnel but do not end with conversion. These people are showing purchasing intent and should be a major focus.

2. Use on-page Announcements if there are delays in shipping or if you want to promote a specific feature or just provide some information. And use Surveys if you want people to give you feedback on new product ideas or their experience on your website.

3. Dynamic Heatmaps is a fantastic way to quickly check if all the elements on your website are as utilized as you would wish. Therefore if you’re planning any page redesign you can quickly check what feature generates the most clicks and what needs to be looked into. It gives you the basis to the thesis needed to set up user testing and find out what the real issue is and then redesign it … and then test again.

Learn more about Mr. Lee’s Pure Foods and snag some tasty (and healthy) treats while you’re there.