Promotional Landing Page x Trail Appliances
Customer Appreciation Sale
Objectives:
Increase conversion and drive traffic to product detail pages and the promotional offer page.
Responsibilities:
Designed key campaign creatives, including the colour palate, shapes, imagery, and offer styling.
Planned, designed, managed and analyzed landing pages and newsletters.
Wrote and scheduled SMS marketing.
Design Brief:
April is Trail’s customer appreciation month. To show customers appreciation, Trail offers a bundle of deals to drive sales.
Requirements & Challenges:
Showcase 12 offers on the landing page without overwhelming customers, ensuring they are easy to understand and above the fold.
Highlight Trail Exclusive offer to make it stand out.
Process:
Understanding the campaign goals, offers, and key messages.
Review metrics from previous sales landing pages to identify successful elements and areas for improvement.
Creating mockups using Figma to outline page flow and layouts.
Developing high-fidelity mockups, including copywriting and graphic design.
Building the landing page in builder.io, utilizing a headless CMS platform to ensure correct links and components.
Scheduling the page to go live on the campaign launch day.
Conducting a thorough check of the page on launch day to ensure all links are functioning correctly.
Results:
Site conversion rates, both top and bottom of the funnel, are performing at Black Friday/Cyber Monday (BFCM) levels.
Order numbers increased 228%, revenue increased 260%, and conversion increased 183% compared to last year.
Reflection:
The most engaging Call to Action (CTA) directed users to a massive Product Listing Page (PLP) may not be user-friendly. A/B testing should be conducted in the future to explore alternative approaches, such as removing the main CTA or improving the usability of the PLP by adding categories.
The in-page navigation engagement was decent, though due to time constraints, only desktop versions were implemented. Future testing should include a mobile navigation bar to assess usability across devices.