Taste of Wild Alaskan landing page

I. Problems

1. We do not have a price point that appeals to the price conscious and budget friendly audience.
2. Industry experts recommend a sub $100 price point.
3. Lacking updated landing page that clearly states value props

II. Goals

1. To provide additional data so that we can learn more about how an entry level box plan affects conversions and retention
2. Promote retention by offering deals that are sticky

III. Metrics

1. Retention of members with this plan vs other plan types
2. Increased LTV

IV. Notes

The Taste of Wild Alaskan landing page initiative was seen as big opportunity for several stakeholders. From a marketing and lifecycle perspective it was a chance to test an exciting new experimental offering. From a product and UX perspective it was a chance to really focus our landing page content on a simple set of attractive value propositions. From a strictly visual design perspective it was our first chance to show off some new media assets featuring our updated box.

V. Design

VI. Conclusions

1. High conversion rate
2. Significantly lower bounce rate vs existing landing pages