Yotpo's goals for 2024 include focusing on the Email product as a key part of the strategy. Integrating Email with all Yotpo products provides customers with a comprehensive and enhanced experience.
Yotpo Email was developed to break into the market and reach both existing and new customers.
YEAR
ROLE
2024
Visionary, UX UI & Brand Designer, UX Researcher
TEAM
Web Developers
Maxim Reksha & Roni Ozerski
Demand Genaration Manager
Maya Karmy
Overview
EMAIL PRODUCT EVOLUTION
What started as a small Email product evolved to support over 4,000 customers, leading to a shift in messaging.
EMAIL POWERS E-COMMERCE
The goal was to adapt the message to a new design, which involved rethinking the content, restructuring the page, and creating a mature design that aligns with the evolved product.
Key challenges identified
01. The message was unclear.
02. The content was not relevant.
03. The product's benefits were not clearly conveyed.
What needs to be done
IMPROVED UX
Understanding marketers' pain
points and crafting a cohesive narrative.
ENHANCED UI
Presenting the product authentically, integrating strategic design that aligns with customer interests.
INCREASE PRODUCT AWARENESS
Measured by incoming visitors and new leads.
How do we do it
RETHINK UX & UI
Since customers' first exposure to Yotpo's products is through the website, it's crucial that the Email product page clearly conveys our message: "Email that simply delivers."
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I began with competitor research and continued with interviews with product marketing managers to understand our customers' needs and behavior, knowing that our target audience is marketers.
The conclusion was that we need to emphasize our advantages and the aspects that matter most to our customers: a product that is easy to use, generates higher revenue, is low-cost, and involves dedicated CSM.
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We launched an Email mini-site to replace the previous product page, bringing Yotpo's new voice, positioning, and style to life: simple, intuitive, and credible.
4 MAJOR CHNAGES WE MADE
01. Developed inner pages that align with our 3 strategic pillars.
02. Transformed the one-pager into a mini-site.
03. Emphasized key features and detailed their relevance and impact.
04. Incorporated customer testimonials to boost credibility.
The design process
THE HEADER | comparison
Customers typically spend about 5-10 seconds on the first fold, deciding whether to explore further.
We designed the header with a distinctive, mature, and fresh layout to capture their attention and encourage them to keep scrolling.
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We focused on crafting a short and impactful headline that directly addresses marketers' pain points.
01. The pricing is too high, and customers aren't seeing any immediate benefits.
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02. It’s a self-service product, so customers don't receive expert help to achieve their goals.
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03. Not all competitors' Email products integrate with Shopify, the main platform used by many customers for their shops.
3 MAJOR CHNAGES WE MADE
01. We removed the fill button, which required entering an Email before understanding the product, and replaced it with 2 separate buttons: "Get a demo" and "Try for free".
02. On the previous page, an Email visual was necessary due to the generic headline "Email." With the new impactful headline, we eliminated the need for an Email visual.
03. Displaying our customers' logos was crucial for building confidence in the product. The logos were retained and moved up to be seen in the first fold.
3 STATEGIC PILLERS | new section
As users scroll, they encounter 3 main pillars leading to 3 inner pages, replacing the confusing and unclear sections from the previous page.
Users often skim through features quickly, missing their relevance to their goals.
By categorizing them into 3 main objectives, the features are clearly explained in terms of how they help customers achieve their goals.
3 MAJOR CHNAGES WE MADE
01. Replaced the long scroll of a single page with a homepage and 3 inner pages, each addressing different pain points: 'Unlock Revenue Faster,' 'Cut Back Costs,' and 'Grow with Expertise.'
02. Each inner page showcases visuals that simulate the actual product, offering concrete representations instead of abstract concepts, and are tailored to convey specific messages.
03. To enhance the message, we incorporated relevant data and included a customer testimonial from a well-known brand to provide social proof and build trust.
PRICING | new section
Upon analyzing our customers' behavior, I observed that after a brief scroll, they typically navigate to either the pricing page or case studies page.
To improve access to relevant information, a dedicated section for data points and a CTA to the pricing page were added. The goal was to keep users engaged on the page, while directing them to the pricing page only to understand our unique low cost.
CASE STUDIES | new section
The intention was to offer a sneak peek of outstanding data points from brands using the Email product, allowing customers to identify with them without having to read a full case study page.
Since the Email product is relatively new, we also needed to build trust by highlighting satisfied brands.
The goal here was to keep users engaged on the page by demonstrating how various industries utilize Yotpo Email.
PRODUCT CAPABILITIES | comparison
For customers who prefer not to navigate to inner pages, but rather browse to grasp the product's capabilities, this section will grab their attention and fulfill their needs.
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Instead of including more information, details, and explanations, we chose to condense the product's key features.
The lack of uniformity in UX & UI design between sections led to confusion and difficulty in navigation. We streamlined the content, added preview images from the inner pages, and unified the design for a more cohesive experience.
