From Click to Convert: How I Achieved 58% Higher Email Conversions
Overview
Cradlewise, an all-in-one sleep solution, provides a Convertible Smart Bassinet & Crib with AI-powered soothing, video and breath monitoring, and a sound machine, designed to grow with your baby up to 24 months. To boost its core function of converting visitors into leads, our team undertook a redesign of the Cradlewise marketing landing page, focusing on enhancing its conversion rate.
My Role
Product Design & Strategy
Team
Hardik Somaiya (Product Manager), Chandni Venkataraman (Design Mentor)
A short video to understand what our product really does!
What are users' initial expectations when they land on our marketing page?
Learning about the product
Users want to understand the crib's features (e.g., soothing) and benefits (more sleep, safety).
Checking price and deals
Users are interested in the cost, potential savings, and financing options.
Checking price and deals
Users are interested in the cost, potential savings, and financing options.
Seeking trust and credibility
Users look for reviews, testimonials, and certifications to validate the product.
Finding solutions for sleep issues
Parents are looking for a way to improve their baby's sleep and, by extension, their own.
What prompted the page redesign?
There were many drop-offs, and the conversion rate was quite low. To find out what led to this, I used heatmaps.
UX challenges
01
Explain core benefits
To keep users engaged and scrolling, we need to clearly communicate the core benefits of our product and explain how it can help them achieve more hours of sleep.
Lead forms are the sole method for capturing as many leads as possible. To achieve this, we must ensure the form collects the necessary information and is positioned correctly.
02
Emphasize the lead form
02
Emphasize the lead form
Lead forms are the sole method for capturing as many leads as possible. To achieve this, we must ensure the form collects the necessary information and is positioned correctly.
03
Real-world alignment
The copy and content on the page must align with real-world experiences to make our product appear more credible and problem-solving.
04
Recognition rather than recall
Content should be presented to minimize mental effort, allowing users to learn quickly, and have a more satisfying experience.
Time to iterate
Iteration 01
What was the rationale behind this design?
Why it didn't work?
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
Iteration 02
What was the rationale behind this design?
Why it didn't work?
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
After a few design rounds, I finally landed on a design that's ready for its big test!
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
More Experiments and Testing
Experiment 01
Result
Control showed 5.15% CVR
Variant V1 showed 6.49% CVR + 28% Change from Control Statistically Significant
Variant V2 showed 6.33% CVR + 24% Change from Control Statistically Significant
CVR (Conversion Rate) records the percentage of users who have completed a desired action
V1 won the test & we saw 28% increase in lead sign-ups
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
Experiment 02
Result
7.6% increase in Submit Email Rate
The variant page saw 7.6% more users submit their email on the Explore LP versus the control experience
Thankyou for reading!โค๏ธ
From Click to Convert: How I Achieved 58% Higher Email Conversions
Overview
Cradlewise, an all-in-one sleep solution, provides a Convertible Smart Bassinet & Crib with AI-powered soothing, video and breath monitoring, and a sound machine, designed to grow with your baby up to 24 months. To boost its core function of converting visitors into leads, our team undertook a redesign of the Cradlewise marketing landing page, focusing on enhancing its conversion rate.
My Role
Product Design & Strategy
Team
Hardik Somaiya (Product Manager), Chandni Venkataraman (Design Mentor)
A short video to understand what our product really does!
What are users' initial expectations when they land on our marketing page?
Learning about the product
Users want to understand the crib's features (e.g., soothing) and benefits (more sleep, safety).
Checking price and deals
Users are interested in the cost, potential savings, and financing options.
Checking price and deals
Users are interested in the cost, potential savings, and financing options.
Seeking trust and credibility
Users look for reviews, testimonials, and certifications to validate the product.
Finding solutions for sleep issues
Parents are looking for a way to improve their baby's sleep and, by extension, their own.
What prompted the page redesign?
There were many drop-offs, and the conversion rate was quite low. To find out what led to this, I used heatmaps.
UX challenges
01
Explain core benefits
To keep users engaged and scrolling, we need to clearly communicate the core benefits of our product and explain how it can help them achieve more hours of sleep.
Lead forms are the sole method for capturing as many leads as possible. To achieve this, we must ensure the form collects the necessary information and is positioned correctly.
02
Emphasize the lead form
02
Emphasize the lead form
Lead forms are the sole method for capturing as many leads as possible. To achieve this, we must ensure the form collects the necessary information and is positioned correctly.
03
Real-world alignment
The copy and content on the page must align with real-world experiences to make our product appear more credible and problem-solving.
04
Recognition rather than recall
Content should be presented to minimize mental effort, allowing users to learn quickly, and have a more satisfying experience.
Time to iterate
Iteration 01
What was the rationale behind this design?
Why it didn't work?
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
Iteration 02
What was the rationale behind this design?
Why it didn't work?
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
After a few design rounds, I finally landed on a design that's ready for its big test!
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
More Experiments and Testing
Experiment 01
Result
Control showed 5.15% CVR
Variant V1 showed 6.49% CVR + 28% Change from Control Statistically Significant
Variant V2 showed 6.33% CVR + 24% Change from Control Statistically Significant
CVR (Conversion Rate) records the percentage of users who have completed a desired action
V1 won the test & we saw 28% increase in lead sign-ups
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
Experiment 02
Result
7.6% increase in Submit Email Rate
The variant page saw 7.6% more users submit their email on the Explore LP versus the control experience
Thankyou for reading!โค๏ธ
From Click to Convert: How I Achieved 58% Higher Email Conversions
Overview
Cradlewise, an all-in-one sleep solution, provides a Convertible Smart Bassinet & Crib with AI-powered soothing, video and breath monitoring, and a sound machine, designed to grow with your baby up to 24 months. To boost its core function of converting visitors into leads, our team undertook a redesign of the Cradlewise marketing landing page, focusing on enhancing its conversion rate.
My Role
Product Design & Strategy
Team
Hardik Somaiya (Product Manager), Chandni Venkataraman (Design Mentor)
A short video to understand what our product really does!
What are users' initial expectations when they land on our marketing page?
Learning about the product
Users want to understand the crib's features (e.g. soothing) and benefits (more sleep).
Checking price and deals
Users are interested in the cost, potential savings, and financing options.
Checking price and deals
Users are interested in the cost, potential savings, and financing options.
Seeking trust and credibility
Users look for reviews, testimonials, and certifications to validate the product.
Finding solutions for sleep issues
Parents are looking for a way to improve their baby's sleep and, by extension, their own.
What prompted the page redesign?
There were many drop-offs, and the conversion rate was quite low. To find out what led to this, I used heatmaps.
UX challenges
01
Explain core benefits
To keep users engaged and scrolling, we need to clearly communicate the core benefits of our product and explain how it can help them achieve more hours of sleep.
Lead forms are the sole method for capturing as many leads as possible. To achieve this, we must ensure the form collects the necessary information and is positioned correctly.
02
Emphasize the lead form
02
Emphasize the lead form
Lead forms are the sole method for capturing as many leads as possible. To achieve this, we must ensure the form collects the necessary information and is positioned correctly.
03
Real-world alignment
The copy and content on the page must align with real-world experiences to make our product appear more credible and problem-solving.
04
Recognition rather than recall
Content should be presented to minimize mental effort, allowing users to learn quickly, and have a more satisfying experience.
Time to iterate
Iteration 01
What was the rationale behind this design?
Why it didn't work?
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
Iteration 02
What was the rationale behind this design?
Why it didn't work?
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
After a few design rounds, I finally landed on a design that's ready for its big test!
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
More Experiments and Testing
Experiment 01
Result
Control showed 5.15% CVR
Variant V1 showed 6.49% CVR + 28% Change from Control Statistically Significant
Variant V2 showed 6.33% CVR + 24% Change from Control Statistically Significant
CVR (Conversion Rate) records the percentage of users who have completed a desired action
V1 won the test & we saw 28% increase in lead sign-ups
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
โโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโโ
Experiment 02
Result
7.6% increase in Submit Email Rate
The variant page saw 7.6% more users submit their email on the Explore LP versus the control experience
Thankyou for reading!โค๏ธ
A short video to understand what our product really does!
What are users' initial expectations when they land on our marketing page?
Learning about the product
Users want to understand the crib's features (e.g., monitor, soothing, conversion) and benefits (more sleep, safety).
Checking price and deals
Users are interested in the cost, potential savings, and financing options.
Seeking trust and credibility
Users look for reviews, testimonials, and certifications to validate the product.
Finding solutions for sleep issues
Parents are looking for a way to improve their baby's sleep and, by extension, their own.
What prompted the page redesign?
There were many drop-offs, and the conversion rate was quite low. To find out what led to this, I used heatmaps.
UX challenges
01
Explain core benefits
To keep users engaged and scrolling, we need to clearly communicate the core benefits of our product and explain how it can help them achieve more hours of sleep.
02
Emphasize the lead form
Lead forms are the sole method for capturing as many leads as possible. To achieve this, we must ensure the form collects the necessary information and is positioned correctly.
03
Real-world alignment
The copy and content on the page must align with real-world experiences to make our product appear more credible and problem-solving.
04
Recognition rather than recall
Content should be presented to minimize mental effort, allowing users to learn quickly, and have a more satisfying experience.
Time to iterate
Iteration 01
What was the rationale behind this design?
Why it didn't work?
โโโโโโโโโโโโโโโโโโโโโ
After a few design rounds,
I finally landed on a design that's
ready for its big test!
Iteration 02
What was the rationale behind this design?
Why it didn't work?
โโโโโโโโโโโโโโโโโโโโโ
More Experiments and Testing
Experiment 01
Result
Control showed 5.15% CVR
Variant V1 showed 6.49% CVR + 28% Change from Control Statistically Significant
Variant V2 showed 6.33% CVR + 24% Change from Control Statistically Significant
CVR (Conversion Rate) records the percentage of users who have completed a desired action
V1 won the test & we saw 28% increase in lead sign-ups
Experiment 02
Result
7.6% increase in Submit Email Rate
The variant page saw 7.6% more users submit their email on the Explore LP versus the control experience
Thankyou for reading!โค๏ธ
โโโโโโโโโโโโโโโโโโโโโ
โโโโโโโโโโโโโโโโโโโโโ