Cozy and comfy as Oprah

This landing page sought to address two gaps in their current user journey. Primarily, we wanted to match the Oprah-approved language on the pre-click side. And second, we wanted to answer the inevitable “why bamboo” query this audience held in high regard.

Hypothesis

Tapping into the Oprah audience, we can make assertive claims that this influential individual approves of and uses Cozy Earth products.

Strategy

Create a mid-funnel SEM page for high-intent PPC traffic. Made for those who know what they want, but are exploring non-cotton options within the market.

Solution & Results

For this page, we decided to highlight specific keywords in the H1 (premium, bamboo sheets, Oprah, Cool (temp-wise), place relatable creative for this audience segment in the hero, and include how Cozy Earth is one of Oprah’s Favorite Things.

Our efforts yielded a CVR increase of more than 24% for this page alone.

Wild results, innit?

Serving the United Kingdom, United States, Canada, Australia, and South Africa, Britbox is an online digital video subscription service operated by BBC and ITV. These pages, “Only Fools and Horses” and “EastEnders,” were designed to treat each popular television series as a conversion trigger for audiences to subscribe to the service as a whole. 

Hypothesis

By focusing our post-click landing page experience on the specific title featured in its pre-click ad, relevance will be improved. As a result, so will CVR.

Strategy

Highlight “Only Fools and Horses,” one of the most watched shows in British history, as a key component of Britbox’s library of content to help reduce bounces and increase engagement.

Solution & Results

We opted for an All-Fools-above-the-fold solution in conjunction with an option to play the trailer. Based on our hypothesis, we wanted to feature this popular television series first and foremost. Thereafter, expand our messaging to address UVPs about the service as a whole - complete with eye-popping CTA buttons to boot.

The test yielded more than a 339% lift in CVR, which in this instance, was free trial sign-ups.