This presentation provides a glimpse into the high impact made by Vivek Saxena during his tenure as SVP eCommerce with Nutrisystem ( a Top 100 Internet Retailer). Also, shows how his innovative ideas became a trend in the industry.

1. 1 1
Digital Transformation of this Top 100 Internet Retailer (#93 in 2012)
– Paving the way for turnaround and setting the trends in industry
Vivek Saxena
Former SVP & Head of eCommerce, Nutrisystem
E-Mail: vsaxena2005@yahoo.com
LinkedIn: http://www.linkedin.com/in/vivsax2100

2. Situation
• Hired as SVP & Head of eCommerce in a situation when the company had been
losing sales almost every month and stock price had been decimated
•
(Source: Yahoo Finance Interactive Chart NASDAQ: NTRI)
•Many senior executives including my predecessor had left for greener pastures,
company had multiple layoffs to cut down on the P&L.
• Had another job offer from a multi-billion dollar company. Took the challenge to
help bring a turnaround after being convinced by the then CEO and other top
executives. 2

3. Challenges
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•Web Visitors were abandoning their carts in droves after seeing the price of
monthly subscription
•Website needed a fresh design with a clean and contemporary look
• Website had major customer experience issues (that I identified at the time of
interview)
• Many Digital Marketing and E-Commerce best practices were not in place
• Company Executives were extremely concerned about the website and the
success of Diet Season 2013
• Also, the CEO decided not to extend his contract and the company started a new
CEO search

4. Actions
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• Analyzed the situation thoroughly
• Took leadership and proposed changes in the functionalities and user
experience (design, content & messaging)
• Created a new Digital Roadmap
• Did consumer research and spent hours reading customer feedback
• Spent lot of time going through Web Analytics reports; created and requested
many ad hoc Omniture SiteCatalyst reports from Web Metrics Analyst
• Created a Plan for Diet Season 2013 and discussed with the team
• Implemented Digital Marketing E-Commerce Best Practices
• Created a plan for changes in functionalities to be released post-Diet Season

5. Results
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• Left a long time legacy by implementing new ideas e.g. Demonstrated growth in
increase in sales by innovative messaging on pricing page which was replicated in TV
commercials and also stays the same how company markets its programs even today
• So successful that it became a trend and is being copied by competitors even
today all across Diet industry
• Launched Success-al-Carte (similar to Amazon Prime) that brought additional
revenue for the company
• Implementation of many best practices resulted in a successful Diet Season (1st Qtr,
when the largest percentage of the annual revenue is generated for the company)
• Laid the foundation of turnaround of the company
• Many functionalities implemented at that time and the ones put in motion for later
release benefitted the company

6. Long term legacy – Per Day Pricing
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• In my analysis, I found out that reason people dropped out from Pricing/Rate card
page when they saw price for monthly subscription (~ $300 per month).

7. Long term legacy – Per Day Pricing Contd.
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• I used the knowledge learned while working for Procter & Gamble (P&G) in the area
of Brand Management & Consumer Behavior along with my experience of 13 years in
digital space to solve this problem.
• Consumer Behavior Insights that I applied: People buy groceries for a week
or ten days; people relate to prices which they pay for a lunch or dinner or an
entrée at a restaurant
• Solution: Convey to consumers pricing in dollars per day instead of monthly
price which they can relate. Start messaging that plan that the effective cost
of the starter plan is just $8 per day.

8. Long term legacy – Per Day Pricing Contd.
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• Demonstrated increase in
conversion ratio (reduction in
shopping cart abandonments) by
Price Per Day messaging and re-
designed shopping funnel pages
with a cleaner, intuitive design

9. Long term legacy – Per Day Pricing Contd.
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• Success shown on the digital side was later re-applied in TV Commercials (a big
accomplishment. Watch https://www.youtube.com/watch?v=Ieed95xKKI4

10. Long term legacy – Per Day Pricing Contd.
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• Success shown with the per day pricing model continues to be same on Nutrisystem’s
website even now

11. Trendsetting in industry– Per Day Pricing
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• Success shown at Nutrisystem with the per day pricing messaging had such a deep
impact that it has been copied all across the Diet industry. Example – Diet Direct
The similarities in messaging and design
are obvious(Compare with previous slides)

12. Trendsetting in industry – Per Day Pricing Contd.
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• Another example – Chef’s Diet (Chef’s Diet is the new incarnation of eDiets.com)
Messaging in Price
Per Day

13. Trendsetting in industry – Per Day Pricing Contd.
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• In this example – this company
went on expanding my idea of
messaging price per day further
to even relate to price per meal
when messaging to customers

14. 14
Launch of Success A La Carte – new revenue stream
• To monetize the target market and add revenue stream, a service similar to ‘Amazon
Prime’ were launched
• New customers instead of buying monthly subscriptions (28 day food) could now
buy food in less quantities and get free shipping

15. 15
Diet Season 2013 - New Home Page
• There were multiple campaigns – ‘Now I can’, ‘Open the box, lose the weight’ and
‘Get Real’ planned for the Diet Season. Customers targeted via TV commercials or
online ads were to expected to visit Nutrisystem. A single banner strategy was
not going to work any more. To accommodate those needs and also create a fresh
look, it was re-designed in my direction
Before

16. 16
Diet Season 2013 - New Home Page
• Used Carousel (Non-Flash) to align with overall strategy and kept the messaging
in sync with TV commercials
:
After

17. 17
Website - Menu, Tools and Community Sections etc.
Redesigned with better imagery, stronger copy and bringing a fresh clean look in
my direction

18. 18
Implementation of many best practices
• Many E-Commerce best
practices were implemented
including additional payment
options e.g. PayPal, Bill Me
Later (which did not exist
earlier)
• Earlier, pricing on this page
did not align with pricing
shown elsewhere which was
potential legal issue if spotted
by customers; ‘Your Order’
calculations were streamlined
to reflect the correct discounts
and charges to customer
• Money Back Guarantee, Better
Business Bureau and Norton
Secure seals to instill
confidence in customers

19. 19
Implementation of many best practices
• Streamlined the Checkout Page to increase conversion; more intuitive and in line
with best practices
• The new design clearly shows which payment options are accepted
• Addition of PayPal and Bill Me Later to target a new segment of customers
Before After

20. Other Major Initiatives
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• SEO – Nutrisystem had never done Search Engine Optimization (SEO) on its website
to be found by search engines. Though Search Engines would index some pages but
with missing tags, many people would not click on them as the Title was missing.
Created a phased approach that helped Nutrisystem drive traffic.
• Mobile Website – Re-design of mobile website to keep in sync with the campaigns
and pricing
• Shopping Cart Recovery E-Mails for increasing Conversion
• Social Media – Online Promotions & Contests Plan for the Diet Season
• User Experience
• Clean, intuitive and clear messaging for customers to make choice
• Removal of all major issues e.g. meat products showing on Vegetarian Plan
Options Page

21. Other Major Initiatives – Contd.
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• Establishment of User Experience Testing Lab
• Testing of website on various additional devices before release
• Targeted and optimized landing pages for each campaign and channel:
• SEM Non-Brand
• Affiliates
• Email
• Creation of state of the art video player with cross platform and browser
compatibility (important for mobile devices) replacing the Flash based video
player with limited controls. New Video player had features e.g. playlist ability
and social sharing which did not exist earlier.

22. How the foundation I built has helped turnaround
• Working at a fast pace, lot of impact was made in a short duration
• Though the new CEO after arrival has taken several steps including laying off lot of
executives and team members to cut P&L; brought a new team; made changes in
marketing, product and distribution strategy but the work on the digital ecommerce
strategy that I did has also contributed to success. Most of my innovative ideas still
continue to exist on Nutrisystem website (e.g. Price Per Day, PayPal, BML, Best Practices
etc.) and reap rewards for the company.
(Source: Yahoo Finance Interactive Chart NASDAQ: NTRI)
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23. Questions
Contact:
Vivek Saxena
Digital Marketing & E-Commerce Executive
E-Mail: vsaxena2005@yahoo.com
LinkedIn: http://www.linkedin.com/in/vivsax2100
Disclaimer: All the logos are the property of Nutrisystem and other parties e.g. MasterCard, Visa, PayPal etc. The
information in this deck is derived mostly from publicly available websites (e.g. Nutrisystem.com, Internet Way
back Machine, Yahoo Finance etc. Attempt has been made that only publicly available information is included in
this presentation.
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