Patrick J. Curran
Associate Creative Director, Design
Ecommerce Packages
Art Direction • Creative Strategy
Objective: Create experiences that increase sales for the ecommerce program. Get the user excited about entering various contests and then disclose the benefits of ordering, before presenting the product lineup.
$1.6M+
in revenue based on this set of data
97%
Highest click-to-open rate for the year (Black Card)
#1
package on the hierarchy
(Day Before Award)
Packages consisted of emails, landing pages and order benefit pages which introduced the product lineup. Head-to-head package tests were regularly conducted to establish a hierarchy of best performers.
Emails were custom, responsive HTML builds that regularly used personalization and gif animation to enhance the experience. We worked with developers to output engaging and interactive pages for the rest of the flow.
Where To
led off with a simple question and “yes”/”no” buttons on the email. The landing page featured maps and driving directions for an ultra-personalized, exciting experience.
When it deployed, it was the top package for the week and
generated $159K.
It had the overall highest click-to-open rate for the year at
71.7%.
The successful theme went on to inspire many other projects across different lines of business.
Day Before Award
built up tons of excitement the day before the SuperPrize was awarded.
This package performed exceptionally and
generated $467K.
It became the
most successful package ever!
Prices Slashed
was a limited time sale that offered product discounts, in addition to entry upgrades for 3 prizes.
This package
generated $315K.
Tonight's The Night
was a twilight package – one that deployed in the evening – which leaned into an after-hours nightclub look and feel.
This package
generated $144K.
Mandatory Notice
was more official looking and resembled important documents – a style that always worked well for the company, especially on the direct mail side.
This package
generated $189K
and beat planned revenue by 19.36%.
Only Hours Left
was an official notice that leaned heavily into urgency and imminency in the hours before the next winner was selected.
It performed 40% better than the package it replaced, and
achieved revenue of $370K.
The Black Card
was meant to look exclusive and high-end, and it offered a special entry opportunity only to our best customers.
Exceeded planned revenue by
23%
Open rate:
76%
Click-to-open rate:
97%
Lift to order conversion:
30%
What I did:
Regularly brainstormed new creative ideas with the team.
Strategized concepts for new packages – some of which became highly successful and earned top spots on our hierarchy.
As the responsive HTML expert, I troubleshot issues for teammates, set standards, improved coding processes, and solved critical rendering issues in our emails.
As the team leader, I oversaw and reviewed creative with executive leadership, trained new designers, mentored team members, and led informational sessions about best practices.
Collaborated with developers – provided build instructions, animation reference files, and sound/video files.
Extensively tested final products for QA using different platforms, browsers, and our mobile lab.