During 2016, I worked with a fantastic creative team at Surfline to bring this campaign from conception through launch and several iterations. My responsibilities included acting as the project lead, copywriter, data analyst, marketing manager and creative editor.
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
- 10-12 percent conversion rate across all Premium landing pages
- User acquisition cost decreased by 30 percent
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:
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.
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.