Vogue VIP - Landing Page

Vogue VIP, an exclusive members-only community.

Objectives:

Reframe the narrative around Vogue VIP, a members-only community with access to exclusive Vogue content, products and experiences.

Redesign the landing page for Vogue VIP to clearly articulate the value of membership, optimize conversions and generate signups.

Approach:

I worked with the Conde Nast marketing team and their digital strategists to realign the conversation about the value of becoming a member of Vogue VIP. After analyzing the web traffic and data, I streamlined the design, centering around 3 key pillars of the membership program.

The original site felt unfocused – it had video playing, hidden carousels, less than stellar photography of the welcome package and multiple calls-to-action. I focused on highlighting the core benefits of the program, getting dynamic, compelling imagery, optimizing for reading on mobile and streamlining a single call to action. 

We did A/B testing to determine which buttons, copy and images generated the most signups and optimized accordingly. The new creative was also supported with a cohesive social ad buy to drive traffic to the new landing page.

Original Landing Page:

Vogue VIP - Home - Mobile
Section No. 1

Mobile-friendly design

I redesigned the landing page in a cleaner, more intuitive layout and of course, a mobile-friendly design. Consistent calls to action emphasized a clear message to the user.

Section No. 2

Reframing the benefits of membership

I organized the layout around 3 key pillars of the membership program – community, product and events. I focused on highlighting the core benefits of the program and aligning them with dynamic, compelling imagery to tell a cohesive story.

Vogue VIP - Landing Page - Exclusive Products
Editors & Content

Exclusive access to insider content and the opportunity to interact with Vogue editors online and in person.

Exclusive Gifts & Perks

A welcome package with an exclusive Clare V. clutch, subscription to Vogue, and special, editor-selected gifts throughout the year.

Vogue VIP - Additional Benefits
Vogue VIP - Exclusive Benefits
Global Reach

Online community of  fellow luxury fashion and lifestyle enthusiasts around the world.

Events & Experiences

Attend events with fashion designers, Vogue editors and other VIPs.