Copywriting
Despite majoring in English in college, I had no plans to get into writing as a career (mainly because I heard so many jokes about English majors working at Starbucks and assumed it was basically impossible.)
It was through the support and encouragement of amazing co-workers and managers that I started to blend my marketing knowledge with my writing skills to develop my copywriting abilities to where they are today.
Below is a mixture of website, ad, email, blog posts, and other types of copy that written.
You can find more examples of my copywriting work over on the projects page.
Landing Page A/B Copy Test
I wrote copy for a new section on our primary marketing landing page that emphasized affordability and pricing vs our featuring content.
The test improved conversion rates by over 15% and improved ASP.
Blog Articles
These are articles that I wrote on SB's blog on various topics for both our B2B and B2C audiences. The first two were written to help promote downloads of pieces of gated content to drive lead sign-ups. You can see all of my blog posts here.
PAS Hero A/B Copy Test
[Top Image - Control, Bottom Image - Test]
This hypothesis for this test was to test whether emphasizing the fact that users are sacrificing their vision will help them understand the value we provide faster and result in more conversions.
The test variant (bottom image) used the PAS (pain, agitate, solution) copywriting framework, which digs into a user’s pain points to help convince them of value. This was tested on a high-traffic landing page for a month.
Increased billing members by 18% with 98% significance
Increased acquisition cash by 19%
Decreased cancel rate by 10%
Homepage
In 2020, my company formed its first-ever Brand team internally. I was tasked with creating a new narrative for our homepage that matched our updated brand guidelines.
This re-design was a labor of love between me, product marketing, design, and the rest of the brand team.
The re-designed home page improved retention by 23.5% vs the control (indicating that the new design influenced how customers perceive us as a brand and improves customers’ understanding of the product.)
It also improved acquisition on our influencer, brand, and affiliate channels.
All other metrics stayed flat against the control.
marketing emails
A few different emails included in an onboarding sequence for users who hadn't converted yet.
Healthcare Playbook
This is a whitepaper that I collaborated with design, sales, and analytics on. I wrote the primary copy using data and insights from our sales and analytics team, then Design brought it to life.
This will primarily be used as support collateral for our sales team, but eventually will live on a dedicated landing page for the Healthcare industry on Storyblocks.
Quality Explainer
At CCT, I created this webpage as an educational sales tool. It helped visitors understand the quality difference of the parts of teak wood and its lifespan.
40th Anniversary
At CCT, they celebrated their 40th anniversary and I suggested revisiting their brand's story to feature in their catalog and on-site. This page was created as a result, adding history and a personal touch to their brand.