Growth & Content Design Projects
Examples of various projects where I lead the content strategy, design and art direction.
Homepage Content Strategy
Client: Campaign Workhub
Role: UX research, copywriting and design.
Problem: The founder of Campaign Workhub came to me to see if the current messaging on the homepage is resonating with potential leads. The homepage design had to remain the same, but I had the flexibility to update the copy and images.
Solution: After interviewing 8 people in the email marketing industry, I redesigned the content and messaging on the site to better meet their needs and convert sign ups. I also designed 4 ads that could be used to test various messaging strategies.
Results: In development.
Various messaging to test through ads.
Email Template Redesign
Client: Dev Bootcamp
Role: Design and content strategy.
Problem: Emails are sent to prospective students after they start an application and these emails had low engagement and click through rate.
Solution: A responsive email template that focuses on content hierarchy that can be used for all email campaigns.
The benefits:
- Headline at the top that summarizes the main content.
- Less text to scan.
- Clear CTA that supports the main content.
- Secondary content/sell at the bottom.
Results: Unfortunately there was no email statistics for the original template, so I had to use the new one as a benchmark. The redesign had a 39% open rate, 9% click rate and 1.3% conversion rate which is above the industry average.
Email Collection Experiment
Client: 99designs
Role: Strategy and implementation.
Problem: We were asking for email address too late in the funnel (right before payment) and in turn were missing an opportunity to follow up with email. I saw this as an opportunity to increase overall sales in the email channel.
Solution: Provide value for an email address further up in the funnel or design brief.
- Email capture is located after the customer chooses designs they like and before other text field. This placement provides value for an email address to "save your work."
- Email deploys an hour after design brief is abandoned. Content shows what designs they like and a unique link to finish their brief.
Results: 2x email addresses collected which resulted in 2x email sales.
Guess Which Design Won
Client: 99designs
Role: Art direction and content strategy.
Problem: Support the marketing promotion of $25 off any design contest and create a campaign that can be translated into 8 different languages.
Solution: Email and landing page campaign called Guess Which Design Won. The email shows different designs from a design contest and asks to select which design the small business owner chose.
The benefits:
- Educates on what a design contest is by showing real designs generated from a logo contest.
- Gets users back to our website through a fun and engaging email.
- Engages current customers and educates new customers.
- Incentivizes with a dollar off discount.
Results: Highest click through rate and conversion of any "batch and blast" promotional campaign in 2015.