Kind Laundry needed a Black Friday landing page that didn’t just shout discounts, it had to scream urgency, scarcity, and eco-conscious value. The original page converted at 5.32%. We had one job: make it unstoppable
Kind Laundry’s original Black Friday landing page underperformed with a 5.32% conversion rate due to poor mobile optimisation, weak social proof, buried discounts, and missing psychological triggers, leaving significant revenue untapped
Reasoning
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01Included distinct video icons to differentiate video content from other media types
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02Incorporated a more realistic rating, along with the number of ratings to add credibility
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03Used concise bullet points paired with relevant icons to improve readability and visual hierarchy
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04The box highlights all offer details upfront, letting users choose quantity and see live price changes in one view to help them decide faster
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05Added a scent description to highlight key fragrance notes and help users better visualise the scent experience
Reasoning
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01To impact average order value, added an upsell component above the Buy Now CTA to highlight the added value of an extra purchase and encourage users to add more items
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02Incorporated a free shipping unlock bar below the CTA to encourage users to add more items, unlock free shipping, and boost average order value
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03Optimised the area around the CTA improving visual hierarchy & highlighting Free Shipping and the Money-Back Guarantee to help reduce friction and encourage users to click Buy Now CTA
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04Redesigned the claims by adding certified, icons to ensure they stand out, emphasising the brand’s clean ingredients and practices to build trust and credibility
Reasoning
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01Consider using ingredients image that helps the users to visualise what goes into the product making
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02Users are interested in learning about the ingredients, however displaying complete list at once can be overwhelming. Instead, highlight key ingredients with their benefits to make more sense of scientific ingredients
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03Use a full length “See Full Ingredients” list CTA that aids intrigued users to further review all ingredients. Post that, Users can review the full list of ingredients & their benefits at a simple scroll, instead of clicking on individual accordion to read individual ingredients and their benefits
Reasoning
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01Convey the ease of using the product in 3 simple steps with the help of instructional GIFs for each step. Call out the product's feature set that highlights its user-friendly design and convenience of use. Simplify the intricate load details into concise, easily digestible information
Reasoning
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01Used carousel of images to indicate more reasons to buy. The arrow opens an overlay with in-depth subtext, persuading intrigued users with further insights into the products benefits
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02Simplify this section further by adding a layer of supporting message with images that highlights the reasons to buy the product with an arrow for more details
Reasoning
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01Added a review badge at the top of the page to build trust with indicate numbers of customers to reassure new users of the brand's credibility and success
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02Added video reviews alongside text reviews in the carousel to build trust and credibility through a immersive experience where potential users can see real people using and interacting with the product
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Conducted a heuristic review and user behavior analysis (heatmaps, scroll depth) to identify pain points like poor hierarchy, dead clicks, and low engagement with key sections
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Reimagined the content structure for clear visual hierarchy, scannable bullet points, and prominent trust signals (e.g., star ratings, eco-badges) to highlight benefits and reduce friction
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Added social proof, toxin-free callouts, and a stronger button copies to align with user intent and boost credibility
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Validated changes through A/B tests (e.g., redesign and monitored post-launch metrics
