Services: Content design, information architecture, UX writing
Overview: Sam’s Club depends on income from membership sales, so the landing page where prospective members can join is vitally important. In FY20, we had an opportunity to redesign the page, and we launched it in FY21.
For prospective members, our goals were to remove barriers to entry, help them understand membership perks, and instill a sense of confidence and excitement. Our business goals were to increase conversion, particularly at the Plus level of membership.
To prioritize the Plus membership in the page’s hierarchy, we leveraged content design elements including language, color, iconography, size, interaction and organization. The redesign resulted in a double-digit percent increase in conversion.
Before
After
Desktop
mWeb
