Book of the Month wanted to increase their site’s performance.
This meant more than increasing conversions for their book subscription service. They also wanted a page that felt truly on-brand, and explained their product in an authentic way. As their manager of brand strategy and lead copywriter, I worked with the CEO, COO, visual designers, a UX designer, art director, and photographer to completely redesign their homepage and add an entirely new page to the company’s website.
The new pages leaned into the benefits of BOTM.
Instead of selling the customers on how the service worked or its specific features, I shone a light on customer-centric benefits of reading with a book subscription, using insights pulled from countless customer interviews.
Compare the original homepage to the new one.
The key differences in the new one?
Language that centers around the customer (“you” vs. “we”)
Addition of social proof through Instagram posts and testimonials
Shorter, more consolidated “how it works” section
Callout to a skipping feature
GIF of the monthly book selections (seen as a static split image here)
Addition of editorial team and how BOTM chooses their books
Removal of legacy reference in order to keep the brand current
Larger focus on the benefits to the customer instead of how it works
New photoshoot assets that matched the evolution of the BOTM brand
In addition to the new homepage, I added another page that further explained the product’s benefits.
Designed with conversions in mind, this page aimed to address the potential hesitations found in customer research and detail the features of the product to minimize consumer's’ perceived risk. For this reason, I leveraged copy in an expanded FAQ section that echoed common customer thoughts. We also chose to highlight our skipping feature, as it serves as a main differentiator between BOTM and other box subscriptions.
My role in all of this?
Strategy. I worked directly with the CEO, COO, acqusition researchers, and designers to identify pain points in the current site and propose high-level solutions.
Concepted. I led the creative team to develop wireframes for the two new pages.
Wrote copy. I wrote (and rewrote) all copy on the website, combining customer research with brand goals and initiatives.
Coordinated the photoshoot. I worked directly with and art director to develop a visual style for the new pages.