Product listing Ad Pages and Product PageS

Customers did not have a good understanding of the value of a Literati Kids Club Book Subscription, and they were confused about the pricing. Many customers left the purchase funnel at the time of checkout when they saw the price of a subscription for the first time. Or, customers often cancelled after a month or two because they thought the base price of the subscription was the total cost or that the cost went towards purchase, which it did not.

This lack of upfront clarity lead to a large churn rate in customers, and a decrease in lifetime customer value.

GOAL: Create product listing ad pages that improve perspective customer’s understanding of the product and its price.

• Create all pages for testing without Engineering support.

• Partner with Marketing and Copy to improve the language about the value of the product and its price.

• Develop new imagery for representing the value of what is inside the subscription box.

• Gain product placement for key search engines, and rapidly test pricing language changes.

• Transfer results to improved product pages on the company website, with limited engineering support
  

RESEARCH & PROCESS

The Marketing team wanted to create product listing ad pages to grow a new customer acquisition channel for the kids book club subscription box. These pages required a price for each listing, something the company had not yet tried. The subscription model had a base price, but the monthly cost would change based on how much the customer chose to purchase from their box.

This coincided with the launch of new reading levels for the subscription service.  The new levels were more granular to reflect how children learn to read at different paces, so we needed to also test how we talked about each level, and visually represent the value of the subscription box.

Testing the pricing language and new value propositions was core to this test. It was also an opportunity to explore new ways to display what was inside the box and grow the brand imagery.

I designed a page that prioritized clear product imagery, elevated the new value propositions and pricing to the header. Next I chose to deep dive into the value of what arrives each month in the box, types of books, and custom extras that were part of the base price cost. The page then flowed into a real customer review to reenforce that value before showing the how the whole process worked. Finally closing with a general statistic about readers that are part of Literati’s club subscriptions.

I created the core landing page design in Figma where I collected edits and feedback, and was able to quickly produce the remaining 13 pages for the stakeholders to review, and sign-off on copy and visuals.

I used the platform Unbounce to produce, publish, and track the pages. Since we did not use Engineering to create pages within our domain, we were able to quickly edit and test new pricing language as soon as we had enough page visits. We were able to get 35%+ conversion on pages in key age groups.

FINAL DESIGN

We took the results from those pages on pricing language and visuals and refined them even further to create new product pages on the main website. I partnered with Creative Director and UX to design visuals that spoke to the value of the product and elevated the brand, and updated mobile styles to desktop, and produce all visual assets for the 14 pages.

I partnered with Engineering to transfer the design into Contentful CMS, so the Design and Marketing teams could continue testing, and update visuals on the fly as needed. Once the engineering work was complete in Contentful, I was able to create and publish all 14 pages to the company website with ease, and even continue testing language for the first couple weeks of deployment.