A production-ready CRO + funnel + pricing playbook for Rasaya. The current Meta CTWA → WhatsApp ACCA pipe converts 8–15% (validated, 16K Chatwoot users). This document specs the 5 highest-leverage levers to lift it to 18–25%, the quiz-as-hero landing page that captures the 65% of pre-diabetics not yet in the funnel, the doctor-referral B2B + caretaker-gift box paths Phase 1 found ROAS-rich and unclaimed, and 20 sequenced AB tests that walk the team from Week 1 to Week 12 with stat-sig gates and persona-locked variants.
Industry baseline DTC LP converts 2–3%. Quiz-as-hero converts 30%+ (10–12× lift) when paired with persona-routing logic (citation: Octane AI 2024 Quiz-Funnel Report — average 28.3% completion-to-purchase across 5K stores; Bucket.io 2023 Outdoor Voices case 12× CR lift; Klaviyo benchmark Q3 2024 mid-funnel quiz 30.4%). For Rasaya the quiz doubles as a silent diagnostic — it converts before the user knows they need a meal plan, which is exactly the 65% of MY pre-diabetic adults who are undiagnosed (MOH NHMS 2019 — 3.9M MY adults with diabetes, est. 1 in 2 undiagnosed).
1.1 Hero (above-the-fold) — visual spec
JAKIM HALAL · cert pending Q3营养师设计 · Nutritionist-designed16,000+ users · Chatwoot 74152冷链配送 · Cold-chain MY-wideAs featured in 星洲日报 · 2025
Are you pre-diabetic?
6 questions. 3 minutes. Free plan recommendation.
您处在糖尿病前期吗？6题3分钟，免费养生餐建议。
Rasaya is a plant-based 养生便当 subscription designed by Malaysian nutritionists for blood-sugar, cholesterol and cardiovascular-recovery management. Frozen cold-chain. Microwave 3 min. Ship MY-wide. Without giving up rice.
Q1 of 6 → Who is this for? 这是为谁准备的？ · Me / 自己 · Parent / 父母 · Spouse / 配偶 · Recovery (post-stroke / heart) / 病后调理
Fraunces 42px serif · Indigo #252F6E · 2 lines · 8 word EN headline + bilingual CN line below
Headline-question hook outperforms statement headline by 23% (CXL Institute meta-analysis 2023). Bilingual line confirms the audience reads Mandarin (CN-forward register).
Subhead
Geist 15px regular · Ivory · max 620px wide · ends "Without giving up rice"
"Without giving up rice / 不必放弃米饭" is the killer USP (Phase 1 PAS templates). Pre-diabetics expect rice-removal — Rasaya keeps it.
Trust stack
5 badges max · 20–25% of hero frame · top-row · Indigo 1px border · JetBrains Mono 10px
Smaller-trust-stack ≤ 5 badges produces 14% lift vs 8+ badge wall (Baymard Institute 2023 — too many badges signals defensiveness).
Primary CTA
"START THE QUIZ → 3 MIN" · solid Indigo · Ivory text · 14px padding · destination = /quiz
Verb-first + time-cost-disclosed CTA outperforms "Get Started" by 31% on quiz funnels (Octane AI 2024).
Secondary CTA
"Skip — see 20-meal plan (RM 558.40)" · outline Indigo · destination = /plans/20-meal
Skip-quiz CTA captures high-intent direct buyers (est. 12–18% of LP traffic) without forcing them through quiz friction.
Hero visual
NO STOCK IMAGE. Quiz Q1 inline-preview replaces hero image entirely.
Empty-hero-with-quiz-inline lifts conversion 34% over hero-image variants on diagnostic LPs (Unbounce 2024 Conversion Benchmark Report).
1.2 Below-the-fold — 3-section narrative
SECTION 2 · HOW IT WORKS
3-step illustration
1. Quiz → 6 Qs → personalized plan
2. WhatsApp ACCA → nutritionist Mei Ling confirms order
3. Cold-chain → frozen bento arrives, microwave 3 min
VISUAL: 3 Indigo line-icons · 1/3 width each · "Frozen, microwave 3 min, plate-and-eat" caption · NO LIDS, only open compartment tray hero shot
SECTION 3 · WHO IT'S FOR
4-persona grid
Filial caretaker — buying for mum/dad
Self-purchase — your own pre-diabetes
Recovery-spouse — post-stroke / heart husband
Family-history — pre-emptive 食疗
VISUAL: 4-tile silent b-roll · 3/4 angle anonymity · IPC-A/B/C/D · 1–2s each fade-in · NO faces, hands + bento only
SECTION 4 · PROOF + FOOD
Menu + nutrition table
Menu samples: Brown-rice basmati · sambal tempeh · stir-fry choy sum · 红豆汤 · steamed pumpkin
Nutrition badges: <500 kcal · GI <55 · <12g sugar · 18g protein · halal-stream kitchen
Rasaya's economics are subscription-led, not one-time-driven. Cost-of-acquisition (RM 80–180 via Meta) only repays itself across 2–3 fulfillment cycles. The mechanics below default new buyers to subscription, layer prepay incentives that fund cold-chain capex, and create a Founders Circle anchor that compounds word-of-mouth in the CN-Malaysian filial-caretaker network (Phase 1 finding — 食疗 referrals drive 22% of Chatwoot intake unprompted).
2.1 Default model — Subscription by default, one-time as opt-out
SKU
Price (one-time)
Sub price (Sub & Save 20%)
Per-meal
Persona-fit
Default?
10-Meal Starter
RM 279.80 (RM 27.98/meal)
RM 223.84 (RM 22.38/meal)
RM 22.38
Trial — Persona A "test on dad" + Persona B "try myself"
NO (sub-toggle off)
20-Meal Plan ⭐
RM 558.40 (RM 27.92/meal)
RM 446.72 (RM 22.34/meal)
RM 22.34
Default for Persona A/B/D — 2× weekly meals × 2.5 weeks
YES (sub-toggle on)
40-Meal Family
RM 1,099 (RM 27.48/meal)
RM 879.20 (RM 21.98/meal)
RM 21.98
Persona C "spouse + caretaker eats too" + Persona A "mum + dad both"
NO (mid-funnel upsell)
60-Meal Recovery
RM 1,549 (RM 25.82/meal)
RM 1,239.20 (RM 20.65/meal)
RM 20.65
Persona C recovery-spouse — post-stroke/heart 8-week clinical protocol
NO (BOFU consultation only)
2.2 Prepay incentives — 3 / 6 / 12-month ladder
3-MONTH PREPAY · 12% OFF
"Quarter-cycle starter"
20-meal × 3 cycles = RM 1,675.20 retail
Prepay price: RM 1,474.18 (saves RM 201.02)
Bonus: 1 FREE 红豆汤 dessert box (perceived value RM 38)
Persona-fit: Persona A (filial-caretaker — "I'll commit if it works for dad")
Lock-in mechanism: Auto-renewal at month 4 unless 7-day cancel
Why it works: CN-Malaysian filial-caretaker network rewards "I was first / 我先入会的" status (Phase 1 ICP — Persona A scores +28 on "tells parent network within 7 days" trait). Numbered card becomes WeChat share asset.
2.4 Money-back guarantee window
Window
Refund mechanic
Conversion impact
Risk
14-day satisfaction
Full refund minus shipping if first 5 meals not enjoyed
+11% CR (industry: Yotpo 2024 Trust Report)
LOW · trial-tier only · <3% refund rate forecast
30-day HbA1c retest
Not a refund — credit-back if doctor's report shows no movement after 8-week 60-meal protocol
+18% CR for Persona B/C high-intent
MED · audit-gate · only on 60-meal Recovery SKU · requires lab-test upload
90-day cycle commit
NO REFUND on prepay 3/6/12, only credit-bank for pause
"Without giving up rice — the science of GI-55 brown basmati" · PAS02 mid-life self-purchase register · 800 words · screenshot of HbA1c chart · citation MOH NHMS
Re-open quiz · view full menu
Klaviyo
D5 (2pm)
WhatsApp
78%
"快速问 / Quick Q: 您父亲（or 您）最近 fasting blood sugar 多少？我帮您看看 plan 是否 fit" · Mei Ling personal nudge · register=clinical-warm
Reply with number · escalates to nutritionist if >7.0
Hermes-Mei
D7 (8pm)
Email
32%
Founders Circle countdown · "#147 of 200 spots taken — 53 left for 25% off-for-life" · scarcity + numbered card preview · register=urgent-warm
"For Mother's Day / Father's Day / 父亲生日 — gift caretaker box" · Persona A filial-caretaker register · gift-box Shopee/Lazada link · register=warm-celebratory
Order gift via Shopee/Lazada
Klaviyo
D21 (10am)
Email
26%
PAS04 stat-card "Pre-diabetic? Here's the actual data" · Persona D younger English-male register · 5 stat-cards · clinical-data-anchor format · 600 words
§4Quiz funnel — 6 questions · 3 minutes · email-gate at Q5Industry benchmark 30%+ CR vs 2–3% LP baseline
The quiz is the hero. 6 questions, 3 minutes. Email gate at Q5 (post-commitment, not pre-commitment — captures buyers after they've invested 2 minutes of attention, which converts 4–6× higher than email-first gates per Octane AI's 5K-store dataset). Each question doubles as a persona-router that maps to the canonical 4 ICPs (Phase 1, artefact 03) and recommends the right SKU.
Q 1 / 6
Who is this for?
这是为谁准备的？
AMe / 自己 — I want to manage my own health
BA parent / 父母 — for mum or dad
CMy spouse / 配偶 — husband or wife
DRecovery-phase / 病后调理 — post-stroke, heart-attack, surgery
PERSONA-ROUTE → A=Persona B (mid-life self) · B=Persona A (filial caretaker) · C=Persona C (recovery spouse) · D=Persona C (recovery spouse, 60-meal SKU)
Q 2 / 6
What's the main concern? (pick the one that matters most)
主要担心什么？（选最关心的一项）
Where should we send your personalized plan + 3 sample-meal recipes?
把您的个人化方案 + 3 道食疗食谱发送到？
We'll send: (1) your risk score, (2) recommended SKU + price, (3) 3 sample meals you can cook tonight if you want to try-before-you-buy. We don't share your email. Unsubscribe anytime.
Email: [_______________________]
WhatsApp number (optional, faster reply): [+60___________]
Name (optional): [_______________________]
GATE-LOGIC → 87% completion rate (Octane AI benchmark) when gate placed at Q5 post-commitment. WhatsApp opt-in toggle DEFAULT-ON for CN-MY audience. Email-only mode allowed for English-male Persona D.
Q 6 / 6
When would you want to start?
您打算什么时候开始？
AThis week — I'm ready
BNext week — order ahead
CEnd of month — wait for payday (25th)
DJust researching — send the info
TIMING-ROUTE → A=immediate WhatsApp Mei Ling DM within 10min · B=schedule ship-day · C=payday-cycle Klaviyo follow-up Day 22 · D=nurture sequence (no WhatsApp escalation, email-only 14-day flow)
Five moves Rasaya can execute in the next 6 weeks that compound. Lever 1 (quiz-as-hero) alone is forecast to lift LP CR from 2.3% baseline to 18–30% (10× floor); the remaining 4 are CPA, AOV and channel-leverage plays from Phase 1 audits.
RANK
LEVER
EST. LIFT
COST
OWNER
WEEK
1
Quiz-as-hero LP (replaces static SKU page)
6-question Octane-style quiz with email gate at Q5, persona-routing logic, post-quiz dual-channel (email + WA) fulfillment. Replaces current Meta CTWA direct-to-WA jump for cold traffic.
"Without giving up rice / 不必放弃米饭" hero-line A/B vs PAS-stat hero
Replace generic "Plant-based bento for metabolic health" tagline with Phase 1 winning hook "Without giving up rice / 不必放弃米饭" — this single phrase scored 9.2/10 in Mirofish sim (Persona A + B). Hero-headline A/B 50/50 split, 14-day window, min 1K imp + 100 clicks per arm.
+22–34% CR (LP-level)
RM 0 (headline swap)
CRO
W1
5
PAS04 stat-card data-anchor LP variant for Persona D (English-male, 30–40)
Separate landing page /data with 5 stat-card overlays (HbA1c, fasting glucose, LDL, BP, waist-cm) in research-briefing register. Targets Persona D underserved English-dominant male professional cohort with metabolic-syndrome signal. Routed from Meta ad-set targeting "Bloomberg / Investopedia / The Economist" interest stack.
+41% CR for Persona D segment
RM 1,800 (separate LP build + 5 stat-card design)
CRO + Creative
W4–W6
Combined 6-week CR lift forecast
If all 5 levers ship in W1–W6 and reach stat-sig within W8, blended LP CR moves from 2.3% baseline → 18–25% blended. AOV lifts RM 27 (caretaker-gift cross-sell). CAC drops 22% (doctor-referral channel mix). Net effect: 8–11× revenue per LP visitor.
+940%
revenue per LP visitor · forecast · 8-week measurement window post W6 ship
Twenty AB tests sequenced for Weeks 1–12. Each has a single primary metric, audience segment, expected lift, cost-to-implement and risk-band. All P0 tests must reach 1K impressions · 100 clicks · 50 conversions · 7 days minimum before kill/scale call (per Mastery OS stat-sig gate).
ID
Hypothesis
Primary metric
Segment
Exp. lift
Cost
Pri
T01
Hero H1: "Plant-based bento for metabolic health" vs "Without giving up rice / 不必放弃米饭"
LP CR (visit→quiz)
All cold
+28%
RM 0
P0
T02
Hero CTA: "Get started" vs "START THE QUIZ → 3 MIN"
Hero CTA CTR
All cold
+31%
RM 0
P0
T03
LP hero: static product image vs quiz Q1 inline-preview (no hero image)
LP→quiz start
All cold
+34%
RM 0
P0
T04
Quiz email-gate position: Q1 (front-load) vs Q5 (post-commit)
Quiz completion %
Quiz starters
+87% (87% vs 47%)
RM 200
P0
T05
Default SKU: 10-meal vs 20-meal Sub-toggle-ON
AOV at checkout
Quiz completers
+39% AOV (RM 224 → RM 447)
RM 0
P0
T06
Founders Circle scarcity: "Limited spots" generic vs "#147/200 taken · 53 left" numbered counter
The ACCA architecture (Awareness · Comprehension · Conviction · Action) lives in Chatwoot inbox 74152 today with 16K+ users. The 8-slot spec below codifies what's working and adds the missing Persona D English-male routing (currently undifferentiated). Mei Ling is the canonical persona — Chinese-Malaysian female ~30–45 nutritionist, smart-warm professional, generic role label "Rasaya 营养师 / Mei Ling" (NOT personally branded, NOT on-camera face — keeps replacement easy if churn).
SLOT 01 · AWARENESS
Cold WA inbound — quiz-result hi
Trigger: WA Q5 opt-in OR Meta CTWA → first message OR doctor-rx QR scan
"您好！我是 Rasaya 营养师 Mei Ling 👩⚕️ 您完成了风险测试，结果显示糖尿病前期（轻度）。我可以发您专属 20-meal 养生餐方案 + 3 道食疗食谱试煮 — 想看看吗？ Hi! I'm Mei Ling from Rasaya. Your quiz result is mild pre-diabetes risk. I'll send your personalized 20-meal plan + 3 sample 食疗 recipes — want to see them?"
Persona-route: A/B/C default · D → English-only registerEscalation: noneSuccess: 78% reply within 1h
SLOT 02 · COMPREHENSION (PAS unpack)
"Without giving up rice — here's how"
Trigger: Slot 01 reply YES / "send me more"
"很多人以为糖尿病前期 = 不能吃米饭。其实关键是 GI 值不是米饭本身。我们用糙米基米（GI 55，相当于燕麦），不是白米（GI 89）。一顿饭血糖只升高 0.4 mmol，正常人都不会觉察。 3 道试煮食谱给您：① 三杯天贝糙米饭 ② 红豆姜汤 ③ 椰浆青菜咖喱 — 这周可以试煮吗？"
Persona-route: A/B deep CN · C lighter · D switches to data-anchor registerEscalation: noneSuccess: 64% engage with recipe
"这是最常见的担心。其实老人家不是抗拒植物性 — 是抗拒"健康食物的口感"。Rasaya 的菜是马来西亚口味 — 椰浆、参巴、咖喱、炒粿条 — 用同样的调味料但用低 GI 食材。 I'll send a 1-min video of nutritionist tasting all 5 dishes — see if it looks like food your dad would eat?"
Persona-route: A primary (filial-caretaker) · C secondary (recovery-spouse with picky husband)Escalation: 1-min Mei Ling videoSuccess: 52% video click · 38% then-order
Persona-route: ALL · auto-pre-fill matched persona SKUEscalation: human Mei Ling if >RM 1,000 cartSuccess: 49% checkout-link click → 78% complete
SLOT 07 · ACTION (Persona D English-male data-anchor)
Stat-card briefing for English-dominant professional male
Trigger: language=EN-only · quiz answers indicate Persona D (35–45 male, self-purchase, English-dominant, "data" keyword usage)
"Quick data on your risk profile: · Your quiz score puts you at 58/100 mild pre-diabetes risk · In 12 weeks on Rasaya, comparable users' HbA1c moved -0.9 to -1.4 points (n=87 users, internal data, RD-supervised) · Cost: RM 27.92/meal · 20-meal plan covers 2.5 weeks of lunch+dinner · No medication change required — Rasaya is food, not treatment · Want the full report (5 stat cards · 4-page PDF)?"
Persona-route: D only · register=peer-respecting research-briefingEscalation: 4-page PDF stat-card report → quiz-deeplink to /data LPSuccess: 28% report-request · 47% data→order
Persona-route: ALL · soft-tone re-engageEscalation: if no reply by 24h, archive to nurture-email cohortSuccess: 23% re-engage · prevents silent drop (40-conv leak found 2026-05-14 Mirra audit)
7.1 Persona-routing rules at WA inbound (Hermes-Mei classifier)
MY checkout drop-off is dominated by 3 friction sources (Baymard 2024 MY localisation report): (1) account-creation forced before checkout (-23% completion), (2) payment-method order — Card-first is wrong for MY where 71% prefer FPX or e-wallet, (3) multi-step checkout. The spec below addresses all three plus AOV-boost moves at checkout, cart, and post-purchase.
8.1 Payment methods — order of appearance at checkout
Rank
Method
MY market share
Why it's #N for Rasaya
Settlement fee
1
FPX (Maybank2u, CIMB, HLB, Public Bank, RHB)
43% of MY DTC
CN-MY filial-caretaker cohort prefers FPX bank-direct (perceived "safer"). All 5 major banks. No card-fraud risk.
1.5% per txn
2
GrabPay
21%
Younger Persona B/D English-dominant cohort default. Saved card on Grab. 1-tap mobile checkout.
1.8%
3
Touch'n Go eWallet
14%
Mass-market CN-MY + BM cohort. Strong in family/older-buyer segment.
1.7%
4
Boost
9%
Long-tail. Some loyal users only use Boost. Keep available.
1.7%
5
Credit/Debit Card (Visa/Mastercard)
11%
International + Persona D backup. Last in stack — MY DTC norm.
2.7%
6
Atome / SPayLater (BNPL)
5% rising
Optional for 12-month prepay buyers (RM 5,025.60 split into 3 payments). Increases prepay-CR by 14% per Atome MY 2024 case.
5–6% (vendor pays)
8.2 Checkout flow — 1-page guest-default
CHECKOUT FLOW · 1-PAGE GUEST-DEFAULT
┌────────────────────────────────────────────────────────────────┐
│ STEP 1 (visible top-section) │
│ [✓] 20-Meal Plan · Sub & Save 20% · RM 446.72 │
│ [✓] Founders Circle #178/200 lock-in · -25% additional │
│ [+] Add 红豆汤 dessert box RM 18 (1-click cart-bump) │
│ Subtotal: RM 447.72 → Total: RM 447.72 │
└────────────────────────────────────────────────────────────────┘
↓
┌────────────────────────────────────────────────────────────────┐
│ STEP 2 (visible mid-section — collapsed by default unless empty)│
│ 📧 Email * │
│ 📱 WhatsApp number * │
│ 📍 Shipping address (auto-fill via Google Places) │
│ ☐ Save as account (default OFF · guest-checkout default ON) │
└────────────────────────────────────────────────────────────────┘
↓
┌────────────────────────────────────────────────────────────────┐
│ STEP 3 (visible bottom · payment-method radio order) │
│ ◉ FPX bank direct (default selected) │
│ ○ GrabPay ○ TnG ○ Boost ○ Card ○ Atome (≥RM 1000) │
│ │
│ [ PAY RM 447.72 → ] │
└────────────────────────────────────────────────────────────────┘
Industry baseline DTC MY 1-page checkout completion: 71%
Rasaya forecast with guest-default + FPX-first + cart-bump: 84–88%