The Season’s Wine Plan by Laithwaites
Role: UX content strategist and writer
The team
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
Anchor the best option in the middle
Authority bias (curated by experts +50 years and showcase heritage (est. 1988)
Ego (Exclusivity of the wines)
Idiosyncratic fit (chunking)
Effort reward Heuristic (enter a code)
Power of free (offer free delivery)
Sense of control (easy cancellation)
Initial Design and Copywriting
New Landing Page
Old Landing Page
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.