Premium membership sign-up flow
While at Surfline, I worked with a cross-functional team to bring a new subscriber sign up flow and benefits center to life within the app and on the website. My role included content strategy and UI/UX writing. Challenge: The sign-up experience was unnecessarily complicated and didn’t do Surfline’s Premium product justice. It was time to…
Surfline Premium
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…
Surfline Premium (Florida)
After successfully creating a better Surfline Premium landing page, I hypothesized that regionalized creative combined with high-quality content would drive conversion rates even higher. Challenge: The rate of Premium penetration in Florida was below California, which meant there was opportunity to grow the number of Surfline subscribers in Florida, just in time for hurricane season (Florida’s…
Gretchen Wegrich 