THANKSGIVING LANDING PAGE—Purple Carrot
Challenge: Get customers excited about our Thanksgiving Box—even though the menu was largely the same as the year before—and update the FAQs, which were particularly problematic. Data also showed that customers were wary of purchasing this product because of previous delivery delays.
Solution: Emphasize the box’s popularity (drawing on social proof theory) and limited availability to heighten appeal, and rewrite the FAQ section to incorporate brand voice, show more empathy toward customers, and offer reassurance about delivery timelines.
Result: We sold out of Thanksgiving boxes before our target deadline. Our CX team also reported a 64 percent drop in email inquiries during the week before Thanksgiving as compared to the year before, from about 4,000 emails to 1,400.
My role: I wrote all landing page content, working with the UX designer, creative director, and director of brand strategy & consumer insights in the process.
(FULL MENU WAS LISTED; NOT SHOWN HERE)
NOTE: The previous FAQs—before I rewrote them—appear below.
