To find the insights we needed to make meaningful change, we spent lots of time in the research and ideation phase of this campaign. A few of the steps included:

• Conducted a Marketing + Creative team brainstorm to develop nine new appreciation card headlines.

• Conceptualized overall campaign art direction for eCard assets, emails, social promo, and the interactive web engine.

• Watched countless hours of user recordings to deeply understand our users and how to optimize their experience.

• Experimented in Webflow to discover ways to make the eCard Engine a more intuitive tool, within the world of our tools.

After our research and ideation stage, we were left with a wealth of meaningful insights that would help us create a new experience that not only encouraged more people to send cards, but also send more cards.

With interactive hover states, a click-to-select form functionality, and card selection reminders as you scroll down the page, the likelihood to send more cards rose to 3x, with the top users sending 20-50 eCards. Now that's some appreciation!

Working within Webflow and HubSpot, we had to get creative to make a seamless experience. We operated with the mindset of building a smooth app, within a web-based tool, using our HubSpot CRM.

To do this, popups to remind the users of what card they selected and the option to change the card selection, scroll-triggered reminders, and a cohesive successful-submission-to-new-send workflow was created. All of these efforts increased overall conversion rate and repeat users to the site.

Catching users' attention where they were at was another important goal of our appreciation machine improvements. With a redesigned mobile experience, we made it even easier to send eCards on the go, especially since a lot of our traffic was coming from high-performing organic social posts.

The new mobile UI featured more carousels, truncated forms, and anchor links to easily navigate around no matter the device. This increased mobile engagement and decreased bounce rate substantially.

While the main goal was driving users to send cards, as a thought-leader in the appreciation space, this site was also a great tool for education. We ensured the content was straight-forward, interactive, and maintained a consistent call-to-action for appreciation cards. We found that with scroll-triggered popups and attention grabbing content design, even if users scrolled past the card sender at first, they were more likely to send a card as they scrolled down the page perusing content. A big win for education, and making the Content team happy.

A great tool is nothing without users finding it! We set out to enable our Social team and internal team with all the tools necessary to promote the appreciation eCard sender with their networks, prospects, and clients. From organic social posts, LinkedIn banners, email signatures, and on-site banners we pumped up the promo to get folks to the site and sharing appreciation.