I worked with the fantastic creative team at Surfline to lead this campaign from conception through launch and several iterations. My responsibilities included acting as the creative producer, content strategist and copywriter.
Challenge: Surfline’s Premium landing page was converting at a low rate of 2 percent and needed a revamp
Hypothesis: Users weren’t converting because there wasn’t enough information about the benefits of Premium, and the existing page didn’t do a good job of visually showing the benefits.
Objective: Increase on-page conversation rates by 5 percent or more by building an ecosystem of benefits-focused landing pages that allow users to explore the benefits they were most interested in
Results:
- 10-12 percent conversion rate across all Premium landing pages
- User acquisition cost decreased by 30 percent
Examples
After an initial landing page redesign process, I worked with our creative team to build four new landing pages focused on the core benefits identified by our user research:
This was the main landing page, which we intentionally kept short and simple after initial A/B testing showed it worked better than a long, detailed page explaining all of the benefits of Premium in one place. Instead, we built additional pages for HD cams, forecasts and discounts where users could drill down into the nuts and bolts of these three core benefits. This ‘choose your own adventure’ approach recognized that not all users had the same pain points.
The HD cameras landing page
Above-the-fold view of Premium discounts landing page.
Thanks to a coordinated effort between the UI/UX design and marketing teams, the transition from landing page to sales funnel was practically seamless.
Phase II
Next, the creative team built display ads, social media assets and emails to send traffic to the landing pages. Relevant paid search links were updated to point to the new landing pages. A/B testing on all channels helped optimize the campaign messaging, calls to action and creative.
Phase III
Following my mantra of ‘Get it done, then go out and find 3 ways to make it better’ I continued to look for opportunities to improve. The next hypothesis? Regionalized creative + high-quality content would drive conversion rates even higher.
Gretchen Wegrich 