A made-up holiday with real deals (and real results!)
Scenario: Doorbuster sales (like Amazon’s Prime Day) drive GMV week-over-week by 20%. Competitors, like Temu and Amazon, feature frequent doorbuster sales, earning around $2.3 million every three months, and that’s just in the US.
Solution: Inspired by competitor ‘doorbuster’ sales, we wanted to encourage users to shop with the app through a week-long merchandising event.
To help GMV lift, and increase conversion rates, we created a new holiday: Wishmas. A week-long savings event featuring event-only discounts, FREE shipping, and more only through the latest version of the app.
Results: Thanks to the content-led campaign Wishmas, Wish saw a +33.0% daily lift in GMV during the campaign.
As the lead UX writer, I was responsible for driving event awareness in the app, developing the content strategy for the main landing page, and designing content for re-engagement.
My goal was to create content for the event landing page that engages customers and inspires them to explore and add to their cart.
Meet with Stakeholders: First things first, I set up a kick-off session for content and any other teams involved with the event to go over the requirements. We decided the UX Writing needs would include:
User Research & testing: Working closely with our research team helped me develop a content strategy based on data provided by real customers. We made a case for adding more of our brand voice into this and future merchandising campaigns.
In an AB test, we showed participants two screens, one featuring general content and the other featuring more creative content. See the images below for an example.
The top screen features the generic copy and below is the more creative content I recommended for the Wishmas event.
We found that screens with more creative content or ‘flavor’ performed better than the typical ‘shop now’ messaging. Creative collection titles saw a 70% higher click-through rate than the general title screens.