For celebrity clients Dax Shepard and Kristen Bell, I tested multiple copy variants to increase subscriptions to their diaper brand, Hello Bello. The winning formula, on the left, leaned into the product’s value propositions of general affordability, the convenience of home delivery, and an exclusive assortment of new, seasonal designs.

Some of the design components I found conversion success with include:

• Sticky header and footer for desktop and mobile

• Hero image featuring the product on a cute baby vs. a subscription box

• Post-CTA disclaimer to assuage any concerns about cancellation

• “Bubble” swatches above the fold to showcase the exclusive prints and patterns

• Social proof with reviews, press, and awards

• Scannable icons and images to show what’s included in a subscription box

• A clear info hierarchy with more granularity at the bottom, including FAQs to address lingering questions

In the version on the right, I organized the ingredients as an interactive graphic with modals instead of simple tiles. Busy parents preferred the simplicity of a single scannable surface instead of a complicated interaction with more required clicks.

My role in this project:

• researched user pain points

• conducted a competitor analysis

• performed a content audit and created a narrative flow

• collaborated with a product designer on wireframes

• wrote all copy for launch and optimizations

My team and I increased subscriptions by 26% when compared to the client’s control page.