green-eastern-product-page

Overview

Project Overview

Unitein partnered with us at Green Eastern to increase sales of Unitein toothpaste by 65%. But the product struggled to attract American buyers. Since it works unlike any other toothpaste, it turned users off from buying it.

Challenge

IDENTIFY comprehension issues in the product's selling points
STRATEGIZE the end-to-end user journey towards buying Unitein
VISUALIZE benefits interactively in ads, emails & the landing page

Solution

STRATEGIZED the user journey from advertisement to purchase
OPTIMIZED Unitein's landing page to explain selling points fast
DESIGNED email welcome sequence to warm potential buyers

before and after hanson's redesign on green eastern's product landing page

Overview

Results

35%

Increase in Conversion Rate

The redesigned landing page garnered a significant increase in product sales, thanks to clearer explanation of selling points.

98%

Increase in Average Cart Value

Average cart value increased from $25 to $49, and this is excluding sales from cross sells or promotions.

54%

Increase in visitor hook rate

Visitor hook rate measures the percentage of visitors who stay on the landing page for more than 5 seconds.

Process

Discover the Issue

Unitein tried (and failed) to sell their toothpaste to Americans. Since Unitein toothpaste sold well in South Korea, their team reused the same explanations to market in the US, thinking Americans would understand how it works just as fast. But this didn't work.

My first 2 goals were:

Understand the US Customer
Who is our target user? What are their issues? what are their internet habits like?
Locate Comprehension Issues
Reveal the product landing page’s top pain points via mind map workshop.

Hanson's hand written notes of target audience research for green eastern

Market Fit Research

We identified Unitein's target user as 45-65 year old career-driven parents. By 30 years old, 47% of Americans have some level of gum disease & bleeding. These folks also have a busy career & family life, so gum pain is a huge nuisance.

They Value Authenticity
Bold claims with no backing are smoke & mirrors to them.
They Are Analytical
Supporting research is vital to gain these customers' trust.
They're Family Oriented
They value products that improve the quality of time spent with family.
They're Mission Oriented
A generation gone through wars. These users stay loyal to a good cause.

Landing Page Pain Points

Based off the budget, we opted for a mind mapping workshop to identify real life pain points in our landing page. 10 screened participants were given tasks to learn more about the product, such as:

Interview Tasks

Tell me how this toothpaste works.
What can I expect after using this toothpaste?
How credible is this toothpaste?
How can this product impact my lifestyle?
How much would you pay to purchase this product?
What do you wanna learn more about?

a mind map detailing the results of user testing

a mind map table showing the results of user testing

The results above showed users had a hard time understanding HOW the toothpaste was able to heal their gums. They also didn't feel confident this would actually help them, likely pointing to low credibility of the landing page. I'll admit this wasn't surprising, but its vital to have assumptions confirmed. Overall, visitors didn't trust the product's claims.

Defining What Trust Means

We soon stumbled upon the question: What does trust look like to the user? Looking back, identifying this before jumping into solutions saved our team so much time. From Dr. Elizabeth Sillence, trust to the user means:

No Secrets
Understanding everything that will happen when using it.
Proven Results
Claims are proven to solve their current needs.
Intuitive UI
Interface is as intuitive as possible to use.
No Secrets
Understanding everything that will
happen when using the product.

Heat Maps

We struck gold with preexisting heat map data on of the landing page from over 510 visitors via LuckyOrange. Results showed visitors rarely scrolled past 10% of the page. Most first clicked on the stars to see reviews, before understanding how the product worked. Visitors also pressed on images thinking they were buttons, pointing to a confusing UI.

Process

Develop Solutions

Building rapport with the user by spreading out the user journey

The challenge was to explain the product to the user, without being overbearing. After lots of ideating, we ended up spreading the user journey out. Users began from a compelling ad, to the landing page, and then through a series of emails.

This journey gradually explains Unitein’s benefits in-depth, making users feel assured but not forced (more on this later).

We started with ideating the landing page, where users are first introduced to Unitein.

Strengthen trust in the product’s claims by optimizing felt & spoken legitimacy

Creating a Design System

The style of the existing landing page was chaotic and seemed severely tacky & inconsistent. My team & I consolidated font styles, colors, spacing, & sizes to match Green Eastern’s brand.

Highlighting Social Proof

A product making bold statements will probably raise some brows, especially with this target audience. To legitimize this product, we focused on 3 ways:

Bandwagon Effect
Highlight the large customer base
Credible Companies
Show trusted sources who’ve used it
Above the Fold
Highlight compelling content before scrolling

style guide of product landing page for unitein toothpaste

diagram of hanson's methods to highlighting social proof on the product landing page

Explaining how product & ingredients work by visualizing their impact

Interacting Before & After

An interactive element was a perfect way to draw their attention in on something intricate. Users can adjust a bar to visualize before & after using the product.

Illustrating How It Works

Unitein is made from 4 plant-based ingredients. Here, I created an animation that highlights each ingredient and the problem area it addresses.

Before & After

How It Works

Providing relevant information by displaying at the outset

preview of product images highlighting product selling points

Storytelling in Image Carousel

For the shortest attention spans, the carousel summarizes product selling points right at the top. Made for mobile visitors.

UX vertical accordion of info highlights of the product

Expanding Usability with Accordion

While the target user is 45-65 years old, their analytical and authentic way of thinking is crucial to understand

Optimizing Success of Email Pop-up

Ensuring max success, the popups appears after 25% of the page is scrolled. The user's email is obtained & ready for the next stage.

Building rapport with users by highlighting the brand mission

The Brand's Mission

Remember our users value authentic brands with a mission? Here, Unitein's mission is to share a new way to heal your gums, something people thought was impossible.

Optimizing the Email Sequence

After the popup, users receive 5 emails over the span of two weeks, each designed to communicate this mission to the user. Users said this gave a deeper understanding of how Unitein’s features relate to the brand’s mission, and ultimately a mission worth supporting.

Advertising to new users by filling a market gap

The user experience really begins at advertising. Drawing from data, my team and I focused our ad creatives on a better life realized: A life without gum pain. Feedback indicated the best creatives appealed to emotion, while the landing page provided the backing.

"Enjoy eating, laughing, & smiling again, without pain or embarrassment."

I strategized over 9 ad creatives, from UGC content to static image ads. Check out my "Green Eastern Advertising" case study to see designs.

UGC Reel #041

UGC Reel #106

Develop & Test Solution

I built the new landing page out on Shopify, leading the development process with a team of 2 developers. Some UI components were built natively, while others were hardcoded with CSS & Javascript. I then crafted email designs with Seguno, animations with Canva, and adverts with Capcut. Once built, the new user journey was A/B tested on 20% of all website traffic for 14 days. A final mind map workshop was performed as well.

Strategizing Customer Acquisition for Unitein

To visualize a product's unique selling points, we implemented powerful storytelling across the user journey from end to end. After locating crucial pain points, we revamped the landing page & email flow to educate & build trust with users.

Project Overview

Challenge

Solution

Results

Discover the Issue

My first 2 goals were:

Market Fit Research

Landing Page Pain Points

Defining What Trust Means

Heat Maps

Define the Problem

How might we make visitors feel well-informed of the toothpaste's features and feel assured the product is trustworthy across all touchpoints?

Takeaways

Develop Solutions

Building rapport with the user by spreading out the user journey

Strengthen trust in the product’s claims by optimizing felt & spoken legitimacy

Explaining how product & ingredients work by visualizing their impact

Before & After

How It Works

Providing relevant information by displaying at the outset

Building rapport with users by highlighting the brand mission

Advertising to new users by filling a market gap

UGC Reel #041

UGC Reel #106

Testing Results

A/B tests revealed the new landing page increased daily revenue by 68% and increased add-to-cart clicks by 46%. In a final mind map workshop, users showed trust in the product's claims, and understood selling points clearly.

Takeaways

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Let's get in touch

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Strategizing Customer Acquisition for Unitein

To visualize a product's unique selling points, we implemented powerful storytelling across the user journey from end to end. After locating crucial pain points, we revamped the landing page & email flow to educate & build trust with users.

Project Overview

Challenge

Solution

Results

Discover the Issue

My first 2 goals were:

Market Fit Research

Landing Page Pain Points

Defining What Trust Means

Heat Maps

Define the Problem

How might we make visitors feel well-informed of the toothpaste's features and feel assured the product is trustworthy across all touchpoints?

Takeaways

Develop Solutions

Building rapport with the user by spreading out the user journey

Strengthen trust in the product’s claims by optimizing felt & spoken legitimacy

Explaining how product & ingredients work by visualizing their impact

Before & After

How It Works

Providing relevant information by displaying at the outset

Building rapport with users by highlighting the brand mission

Advertising to new users by filling a market gap

UGC Reel #041

UGC Reel #106

Testing Results

A/B tests revealed the new landing page increased daily revenue by 68% and increased add-to-cart clicks by 46%. In a final mind map workshop, users showed trust in the product's claims, and understood selling points clearly.

Takeaways

You might also like

Let's get in touch