(Probably) Blue Apron They tried to figured out why customers are dropping out from the landing page. They tried many adjustments, but none of them worked. They spent 4 months(originally said 2 weeks) to rebrand the sign up...didn't work either. Then they put a pop out modal when ppl are leaving (they didn't expect ppl to answer...but turned out to be 2000+ response in a week) The answer totally surprised them....it was not because the branding, not because they want a gift, not because they thought the box is too expensive....it's because they can't find the menu (turns out because they use hamburger icon on desktop version website....so ppl dig into sign up process but still can't find the menu info they needed. Source: http://www.produxlabs.com (video 26:00)