Purina: Just Right® Reviews Page
Goal
Increase conversions on keyword landing pages.
Challenges
1. Comms and product claims were limited due to legal restrictions
2. Saturated market
3. Product lacks USPs compared to competitors
Solution
Conducted user research to understand primary need states of our audience and then tailored user testimonials to these categories for greater relevance and specificity.
Results: 190% CVR lift
Purina: Just Right® Competitor page
Goal
Increase conversions by positioning the product as a superior and affordable option.
Challenges
Product lacks features that other competitors at a similar price point do not
Solutions
1. Create a price-centric page emphasizing promotional copy throughout
2. Emphasize the personalization element focusing on top use cases (age, weight, etc.)
3. Leverage emotion-driven copy to create a sense of responsibility in the user and position Just Right® as the best decision for their dog
4. Carefully craft copy to meet legal requirements while still highlighting the brand in a desirable way
Results: 215% CVR lift
