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.
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.