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.
