Kat Ingalls
0
colorful Wedtexts - darkpurple-device.png

Wedtexts

affiliate program, digital strategy, guest posts, impact, mobile app, onboarding, sales funnel, solution, web

CLIENT

Wedtexts

Wedtexts is as a SaaS app helping couples communicate with wedding guests through text messages that can be scheduled weeks in advance. While they were getting a fair amount of traffic to their page, they needed help converting that audience into users. In addition, they were launching a mobile app that needed to create the same easy experience their users were familiar with on their website. 

Branding / UI Design / Usability / Content Strategy

TEAM

Kat Ingalls, Glitchcraft
Design – UX, Visual

Caleb White, Wedtexts
Hustle – Writing, Promotion

Nay Tun Thein, Wedtexts
Development – Web, Mobile

TOOLKIT

Strategy
Google Analytics (site/app audit), PowerPoint (user journey), Google Docs (UX copy)

Design
Adobe Illustrator (logo/brand elements), Sketch (web mockups)

Development
Mailchimp (template + scheduling)

 

Challenge

Opportunities Identified

  1. A homepage that converted the traffic that they were already receiving into paid users

  2. A user journey that managed leads in a way that focused more on helpfulness and less on sales messaging

  3. More paying customers to take the business from barely-in-the-black to profitable and sustainable

 
 

Design Process

UX Strategy

UX Strategy

After meeting to understand the current business model, what was working, and what needed help, the next step was digging into the site data and current communications to pinpoint exactly where the problem was occurring.

During this audit, a few key issues were identified, which served as ‘hypothesis’ to test for the design sprint:

1. Recommended a referral / affiliate program since people in a social group often get married around the same time. Unlike other SaaS businesses, Wedtexts was unable to focus on recurring revenue due to the nature of the wedding industry (if you buy a wedding product more than once, that’s usually bad news!).

2. The current onboarding experience after landing on the homepage had a lot of opportunities for improvements: brand visuals that resonated more with the target audience, a cleaner information architecture, and clearer call to actions. The focus here was to increase the conversion rate from the homepage.

3. The current sales funnel after capturing a lead’s email also had many opportunities for improvement. The current mailing sequence didn’t have a clear strategy and gave a disorganized feeling. It also sent all emails back-to-back, meaning a new users heard from Wedtexts a lot (too much?) initially, and then later was subject to radio silence. The focus here was to help increase conversion of leads into sales by updating the mailing sequence’s content: copy, visuals, and calls to action.

4. A guest blog series was recommended to increase the amount of qualified leads. While Wedtexts was receiving a lot of traffic (primarily from social media ads), there was a high drop off rate. To increase the relevance to their audience, I recommended partnering with a few wedding-industry bloggers, since traffic from trusted influencers usually has a higher conversion rate.