Make the choice clearer
Build a message hierarchy around use cases, product differences and the questions shoppers ask before buying.
RETAIL & E-COMMERCEILLUSTRATIVE CASE STUDY
A better route from first click to second purchase.
A joined-up brand, storefront and retention concept for a considered-purchase retailer.
Branding & MarketingThe business challenge.
A retailer has invested in paid campaigns, but the ads, product pages and follow-up emails tell different stories. Product features are easy to find; the reasons to choose one product over another are not.
How could the brand help a new customer make a confident choice and give an existing customer a reason to return?
The insight behind the approach.
A considered purchase needs reassurance, not just urgency. The same useful idea should run from the campaign into product comparison, delivery expectations and post-purchase communication.
The proposed solution.
Connect the campaign to the page
Design creative and landing pages as a single journey. Match the promise in the ad to the information and action on the destination page.
Earn the next visit
Create helpful post-purchase guidance and relevant follow-up journeys, with clear consent and an easy way to opt out.
Proposed scope
- Brand messaging system
- Campaign art direction
- Product page templates
- Email lifecycle map
- Channel measurement plan
What success would need to show.
These are proposed measures, not reported results. A real engagement would establish a baseline and agree targets before implementation.
- Product understanding
- Usability feedback on product choice and purchase confidence.
- Purchase completion
- Completed orders relative to qualified product-page visits.
- Repeat purchase
- Returning customer orders, interpreted alongside buying cycles and seasonality.
THE TAKEAWAY