Simply Eloped

www.simplyeloped.com

MY ROLE

Lead Designer

Making getting married simple, affordable, and stress-free. I worked on updating Simply Eloped's presence to be more clear and simple.

- Increased global conversion rate by 23% — and over 50% on some key landing pages.
- Helped identify relevant KPIs and migrate company metrics to Metabase -- where they could be more visible to different parts of the company
- Redesigned a quote form that resulted in a 53% conversion increase

Kyle's design and UX expertise are second to none...I was always impressed by Kyle's ability to generate ideas and hypotheses at a strategic level, then quickly execute them with proven results. Kyle also demonstrated strong leadership abilities to the rest of the company by always re-centering the discussion back to the customer's root problem.
- Lauren Mills, Product Manager

Identifying Lead types

One project I worked on centered around being able to more accurate measure our inbound leads. Our site conversions were decent, but our conversion from lead --> customer was pretty terrible and the sales team wasn't sure why.

My hypothesis was that our contact forms weren't providing enough information (either for us, or potential customers) to provide a tailored sales response. Every automated response email assumed that the lead was ready to elope, and ready to get a quote. I thought this was likely resulting in lost leads because we were delivering the wrong message at the wrong time.

As a simple test, I built a new contact form that would separate leads into different groups (interested, unsure, and ready for quote).

The result? In just a few days I was able to conclusively say that nearly 1/3 of our inbound leads weren't even sure if they wanted to elope. Additionally we were able to decrease our drop-off rate by sending the 'I'd like a quote' group directly to a quote form, rather than filling out a generic contact form, and relying on a follow-up email.

Storing the answers in our database and Hubspot allowed us to begin experimenting with more specifically tailored email workflows moving forward.

Design/UX

Much of my design work was focused on increasing page conversion rates, and bringing more clarity to the product through copy.