Background
The templates page for Wix is the users' first exposure to the product, and offering stunning yet intuitive templates is critical. For each template I built a comprehensive brief, wrote the written content, and managed the creation process, guiding the designers as they brought my concepts to life.
Process
As Lead Content Strategist for the Wix Templates pillar, I drove the entire template content creation process, from research to design to analysis. For example:
-
Partnered with UXR to talk with the target audience for specific templates (ie business owners, managers, and organizers in various sectors. Often, building a website wasn't their dream. I drove the user-focused approach to content that reflected this, instead focusing on functionality and ease of use.
-
In addition I conduct marketed research, studying various industry-specific sites to understand market standards and user expectations. As a result, the visual language of the templates often took inspiration from relevant industry trends or styles.
-
Led teams to Europe & UK to build geo-specific templates as part of Wix' localization efforts. This effort drove 4 cases (DE, FR, ES, CZ) where the localized templates improved the conversion rates (free and premium) by over 200%.
Impact
-
Big win: Changes in content strategy drove significant (average of +25% free users; +32% premium users YoY) conversion rate increases across all of the templates I built vs. the overall average.
-
Developed Content Strategy & Design Process process for the Wix Content Team.
-
Created and maintained partnerships with local design agencies representing different countries.
-
Applied learnings from UXR for Templates to drive improvements to marketing and UX localization efforts (out of scope of my d2d).
