TF: Hannah Bronfman Landing Page
Overview
Territory’s legacy business (B2C) was looking to expand in similar way to their original growth via strong information sharing micro-communities. Their partnership with Hannah Bronfman was one of the first tests of this SaaS business line strategy.
Core Problem
Customers need more information before committing to such a large purchase
Opportunity and Goals
Concisely communicate the value propositions to build excitement and increase entrances to the top-of-the-funnel
Increase campaign adoptions
Build brand equity for influencer for Proof of Concept
Project Plan
Create wireframes in Figma
Develop a style guide for brand
Seek client approvals
Build designs in Unbounce
Set-up a live A/B Test of top approved layouts
Pass to data team to set up tracking from URLs
Send to client for final approvals
Observe site traffic trends and adjust page content as needed
Results
High site traffic into sales funnel (35% click-through rate)
Audience reach was predicted at 12 million potential impressions between partnerships and publication shares
Key Insights
Our initial concerns around the product costs were validated by the lack of customer completion of the order funnel—of the 35% of users sent to the funnel less than 5% completed their purchase.
Moving forward, I advocated strongly for the inclusion of more language related to pricing as well as more initial incentives.
Team Members
Marissa Sherman (Associate Brand Dir.)
Michelle Park
(Chief Marketing Officer)
Catherine Guarnieri
(Dir. Growth Marketing)
[Key Members Continued in Case Study]
My Role
Principle Designer and Creative Lead
Tools Used
Google Meet, Figma, Illustrator, Photoshop, Unbounce
Responsibilities
Concepting/Ideation, Mocking, Low Fidelity Design, High Fidelity Design, Implimentation
