Laithwaites

The Season’s Wine Plan by Laithwaites

Role: UX content strategist and writer

The team

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Main Objective

Use storytelling to attract new consumers looking for value over discount.

Value Proposition

Four times a year, go on a wine tour around the world to try new wines and never pay full price again. 

UX strategy

Lead with the value proposition, be transparent with the pricing and create a story that’s more compelling.

Behavioral science principles

  1. Anchor the best option in the middle

  2. Authority bias (curated by experts +50 years and showcase heritage (est. 1988)

  3. Ego (Exclusivity of the wines)

  4. Idiosyncratic fit (chunking)

  5. Effort reward Heuristic (enter a code)

  6. Power of free (offer free delivery)

  7. Sense of control (easy cancellation)

Initial Design and Copywriting

New Landing Page

Old Landing Page

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The introductory offer is attractive, but the data shows that 40% of the clients cancel after the 2nd box and nearly 60% after the 3rd box.  

If you lead with a word like exclusive, you can instantly create a feeling of exclusivity that’s more appealing to a wider target market.

Wine Plan

Final Design

After the landing page was finished, I was asked to write the content for the banners, emails, and content for the subject line.

Banners

The title, a new wine is waiting plays with the idea that you’re going to discover a new wine that will blow your mind.

Main Takeaway

After working with the behavioral science team in the UK, I spent more time studying these principles to incorporate them into my writing more often.