At Offerpop, we were tasked with creating a better browsing experience of the templates in our platform. We wanted brand marketers to make more informed decisions on which templates to use in order to successfully build awareness and engagement for their specific campaign objectives.
Project Summary
Problem
With almost 40 campaign templates to choose from in our platform, it can be quite overwhelming and difficult for marketers to pick the best one to satisfy their marketing strategies and goals. Whether it's to increase e-mail sign-ups, generate awareness of a new product launch, or to collect user generated content, we had to find a way for marketers to quickly sort through the templates and check out template previews and information in order to make their decision.
Business Goals
Our goals were to drive usage of templates in our template library and to convey the value of building interactive experience with the variety of solutions/templates available to marketers.
Solution
The Wyng template details pop-up page was designed to educate marketers about each Wyng template and to spark campaign ideas. Each template is designed with specific goals in mind for brands ranging from activating consumers, driving engagement, capturing consumer data, etc. Including a tagging/keyword feature would allow us to group templates based on keywords relevant to marketers.
In the demonstration below, this page pops up after a user hovers on a template tile and clicks on “Explore.” From this pop-up page, they can choose to preview a campaign with the selected template, get started with the campaign in the builder, or share the page with a coworker either with a URL or through e-mail.
Success Metrics
Conversation Rate: “Discover” Pop-Up page to Campaign Builder
# of Campaigns Created: Using new Wyng templates
Demonstration of the Template Pop-Up Function
Product Requirements
Proposed Solutions and Variations
The idea of our users being able to filter through these templates in order to surface the ones they needed was important to us. However, we needed to know what keywords were most relevant to marketers in order to recommend the best ones to them. We also explored the idea of personalizing this dashboard for our users based on the templates they used vs. new/exciting templates.
Including a section where we promote campaigns launched by other brands would excite and engage users. Another way of doing this was by introducing reviews and ratings, which we explore in some of the concepts.
Ultimately, we wanted to give the users a way to further explore the possibilities of using a template style and educate them about how the best ways to use it. Communicating/Demonstrating the flexibility of our templates was important as well.
Outcome
The "Details Page" concept we chose included a combination of the different elements we explored and ticked off the most immediate problems with the least amount of dev effort. This would allow us to test this solution and determine whether or not it solved the problems encountered by our users.
