Little Spoon, a children's food brand, ran traffic with separate Meta campaigns to each of their individual products, with traffic being primarily on mobile. This approach limited cross-selling and was not inclusive of parents with multiple children across ages. I hypothesized that users may click on a social ad for one product but be more willing to convert on a different product line depending on the age of their child, based off of the statistic that 20% of conversions were through a different product line than the ad campaign's focus.
Based off of this hypothesis, I devised and iterated on a landing page that allows users to select the option most relevant to them and their child, the full page toggling to direct response product-specific content. After developing wireframes and mocks, we launched the page onto Meta across one product campaign, which promptly showed a 24% increase in conversion rate in an A:B test against the initial champion, a landing page that only focused on one product line. This page remained the champion LP for nearly a year.
Alongside my introduction to the brand, we conducted moderated user interviews with parents who have younger children, asking them questions regarding their biggest frictions and frustrations with feeding their children. As well, we had them interact with the current champion, as well as a competing brand's landing page. From this, we were able to gain insights on what parents are looking for in food products for their children, developing a user persona based on the learnings.
After user interviews, I began by examined the original product-specific page running on social and the media split as a whole across products. As well, I looked at the brand's homepage, product galleries, and overall user flows. We were also provided with a piece of inspiration from the brand, a product booklet that has a specific spread dedicated to the "roadmap" for a child's progression through the Little Spoon age-specific food options. During my audit, I noticed the brand's home website broke up products by age range, particularly for the baby blends, which have beginning and intermediary stages, something that later informed the design choice to have a step between the blends and plates tabs that offered later-stage blended food alongside smaller-bites plated food.
With concept in hand, I began developing loose wireframes, the initial iteration featuring a full-screen "quiz" that the user would interact with to be diverted to a product-specific page. After feedback was raised that this may result in drop-off, the second iteration focused on the interactive element on the page itself, leading to the final direction. Iterations regarding the overall layout, hero imagery, and interaction elements were created until we landed on our first version of the page. Handoff to our developers was conducted seamlessly, our engineers integrating dynamic loading based off of the ad campaign's UTM, allowing users to land on a version of the page that was congruent with the ad.
For the initial test for this design, the previous champion—a product-focused LP for the plates product line—was used as the control. This initial test showed a 15.5% increase in conversion rate, and a 20% decrease in cost per acquisition.
When rolling the page out to the baby blends funnel using a separate product-focused LP as the control, the test was once again successful, showing a 23.7% increase in conversion rate.
The page continued to succeed for approximately a year of running as champion.
