Fuller | Brushing Up Online Sales
Company: Fuller
Industry: eCommerce/Homeware
Type: B2C / DTC / B2B
Platform: Drupal 7
Location: US
Project skills:
Social targeting
PPC Strategy
Copywriting
SEO
Project:
Landing page creation to dramatically boost sales.
About:
Fuller is America's oldest homeware company. Since 1906, they've devoted themselves to designing and crafting the full gamut of products for sweeping, brushing, grooming etc. If you're a 1920s American homemaker reading this (I doubt this - but here's looking at you!), you've probably swept with a Fuller brush or washed the floors with a Fuller mop.
Fuller needed:
Simple, easy to read and scan articles
Content that spoke to a wide-range of users
Highly shareable content that would create a ‘Trusted Authority’ persona
Work included:
Interviewing CEO to develop personas (focusing on age and social channels)
Creating style and content guides based on heritage and tradition
Understanding the UX journey and where to place CTAs
Developing short and succinct hooks for Facebook
Finding engaging testimonials and social proof
Outcomes:
On the campaign launch, web traffic immediately skyrocketed. This was coupled with a high sales conversion rate which was quite unexpected. It seems we really were tapping into a love of traditional, well-made products with the audience. Sam was incredibly happy with the copy and its execution, so much so, we began creating a series of landing pages for different audiences and groups. To date, I've created almost twenty different landing pages on different products and to different markets.
Landing page creation to dramatically boost sales.
About:
Fuller is America's oldest homeware company. Since 1906, they've devoted themselves to designing and crafting the full gamut of products for sweeping, brushing, grooming etc. If you're a 1920s American homemaker reading this (I doubt this - but here's looking at you!), you've probably swept with a Fuller brush or washed the floors with a Fuller mop.
Fuller needed:
Simple, easy to read and scan articles
Content that spoke to a wide-range of users
Highly shareable content that would create a ‘Trusted Authority’ persona
Work included:
Interviewing CEO to develop personas (focusing on age and social channels)
Creating style and content guides based on heritage and tradition
Understanding the UX journey and where to place CTAs
Developing short and succinct hooks for Facebook
Finding engaging testimonials and social proof
Outcomes:
On the campaign launch, web traffic immediately skyrocketed. This was coupled with a high sales conversion rate which was quite unexpected. It seems we really were tapping into a love of traditional, well-made products with the audience. Sam was incredibly happy with the copy and its execution, so much so, we began creating a series of landing pages for different audiences and groups. To date, I've created almost twenty different landing pages on different products and to different markets.