My client was a company offering various pet supplies, including food, toys, and accessories.

Background

I was hired to boost conversion rates through content.

My work involved a high level of collaboration with the marketing department.

The main design components were supposed to remain unchanged.

Skills and tools

Problem-solving

Email writing

Design thinking

UX research

Concise and attractive writing

I used Figma to create mock-ups.

Achievement

Conversion rates improved by 17%.

Challenge #1. Food subscription

The company had a pop-up to encourage customers to sign up for a food subscription.

This pop-up BEFORE

The well-designed pop-up has obvious drawbacks.

First and foremost, it has a boring title that lacks appeal. Customers stumble upon this well-worn template on any website.

Also, the discount is not easily noticeable due to the text. Customers need to make an effort to grasp the benefits of a food subscription.

This pop-up AFTER

I. Be more specific and relevant to our unique brand.

Most pet owners love their pets. We can gently leverage this emotional connection.

I employed a provocative title to grab the user's attention.

II. Show customers the benefits.

What exactly are we planning to give our customers? The discount. We need to highlight it.

With minor design adjustments, I highlighted the 10% discount using a memorable slogan.

To be more persuasive, I added extra benefits (free scheduled deliveries) to encourage customers to click the button.

III. Remove the last obstacles.

When customers are about to click the button, they often ponder whether they can change or cancel their subscription. We need to give them a promise that they will have this opportunity.

I left this promise underneath the CTA.

Challenge #2. Sign up for a newsletter

The company offered a friendly pop-up to encourage customers to sign up for its mailing list.

This pop-up BEFORE

Again, we face obvious drawbacks.

Firstly, customers hardly like the ineffective phrase "Sign up for our newsletter". It's boring and intimidating. There should be a crucial reason to accept receiving mail.

Also, there are no highlights to demonstrate benefits as in the previous pop-up.

This pop-up AFTER

I. Show the benefits at first.

We have to provide our customers with a solid reason to subscribe.

My title, which offers a precise value, is more attractive. I focused on customers' ultimate goal - getting a discount.

II. Take the first steps toward our customers.

To add intimacy, I applied the pronoun "you".

To build trust, I specified that customers would only receive weekly emails about pet products, ensuring a non-intrusive experience.

II. Remove the last obstacles.

We all hate spam.

I already mentioned the low frequency of the newsletters.

I further promised that the email addresses are well-guarded - no spam, no worries.

Challenge #3. Notifications

My task was to craft both an email and a push notification.

I use the simple slogan as the title. The text is concise and it goes with the brand-aligned language.

Eventually, clicking the button delivers what our customers desire.

No spam. No worries.

When crafting a push notification, I use personalized language to highlight our customers' strength and reassure them that they are close to achieving their goal.