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Cookware Landing Page
CRO
Landing Page
UX Design
Conversion Copywriting
Replo
The Project
I was tasked with both writing and designing a conversion-optimized landing page for retro popcorn maker brand Popsmith, with focus on justifying premium price point through brand-forward, engaging design and copy.
User-Demonstrated Needs
• Clear differentiation from $30 competitor and flavor/quality/longevity/etc. justification price point
• Emotional connection and ritual of bonding/nostalgia
• Convenience (ease of cleaning is a key point users lover)
Goals
• Prove premium positioning with strategic media and social proof throughout
• Create emotional desire with nostalgic graphics and elevated, retro imagery
• Showcase ease with simplified "how to" and benefits sections optimized for scanning
The Page
Strategy
Text Hierarchy for Diverse Readers
This is a simple Product Benefits section that shows the power of writing and designing for all reading styles: quick-scrollers, mid-level scanners, and deep readers. While basic, this gets the key product differentiators across to each user type, while allowing them to dig deeper as desired.
Product differentiated, readability optimized
Quick-Comprehension Layout
A single-row, 4-panel How It Works section ensures users can scan and understand the full (simple!) process in a single go: no need for clicks, rotation through carousel slides, or added friction.
Ease of use communicated
No-Skip Testimonial Design
Though social proof is sprinkled strategically throughout, it's formatted in novel, increasingly image-forward ways as we move down the page. This prevents user fatigue with familiar, repetitive material and encourages engagement with this conversion-driving content.
Further price justification, optimized for engagement
Visually Reinforced Product Excellence
Rather than simply list the comparative benefits of Popsmith vs. competitor, this chart incorporates a touch of the sensory brand experience to reinforce why it's the "obvious choice."
Its place as the branded, bright focal point does much subliminal heavy lifting in terms of user attention: something critically valuable in conversion rate optimization.
Positioned as premium option, elevated with consumer psych principles
"The design doesn't just compliment the updated text: it enhances the copy to guide user attention and messaging hierarchy."
*The user data that I used to guide my copy and design strategy for this page was gathered and analyzed by the talented team at BedaBeda Growth. All copy and design is my own.
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