Plum Deluxe Case Study

CLIENT OVERVIEW

Plum Deluxe is a premium online tea brand that offers thoughtfully curated blends with an emphasis on quality, community and self care. While their existing website performed well, there was an opportunity to optimize their paid traffic flow for increased conversions and better long-term value.

Challenge

Prior to our engagement, Plum Deluxe directed paid traffic primarily to their homepage. While the site was rich in content and branding, it was not structured for optimal conversion from paid ads. We identified key challenges:

Lower conversion rate:

The previous conversion rate was 3.74%

Suboptimal traffic flow:

Visitors were not being funneled efficiently towards the highest LTV products.

Lack of psychological alignment:

The homepage was designed for exploration, but paid ad visitors needed a more direct, conversion-optimized experience.

Our Approach

CRO WITH CUSTOMER PSYCHOLOGY IN MIND

1. Understanding the customer's psychological profile

We analyzed Plum Deluxe's customer base, indentifying key motivations and emotional triggers. Their customers seek:

Relaxation and self-care - Tea as a ritual, not just a beverage.
Discovery and curation - A love for new trying new blends and flavors.
Quality and communication - Trust in the brand's sourcing and mission.

Using this insight, we crafted a landing page that appealed to these core psychological drives through:

Warm and inviting design that evokes a cozy, calming experience.
Emotionally resonant copy reinforcing the idea of tea as a self-care ritual.
Trust-building elements like testimonials, guarantees, and social proof.

2. Optimized Funnel Design: Guiding users to the sample pack

Through data analysis, we identified that Plum Deluxe's sample packs lead to a higher LTV than single product purchases. We structured the new landing page to:

Design the page to naturally lead users to the sample pack by making it the focal point of the landing page.
Use persuasive messaging that framed the sample pack as the best way to explore new flavors and find favorites.

CTR 4.3%

CTR 3.1%

Results and Impact

The new landing page has already demonstrated significant improvements:

Conversion rate: Increased from 3.74% to 4.3%, a 15% increase in conversion rate
Return on Ad Spend (ROAS): 2.43x

CTR 15%
INCREASE

ROAS:
2.43x

KEY TAKEAWAYS

DEEP CUSTOMER UNDERSTANDING DRIVES BETTER CONVERSION OPTIMIZATION.

Aligning the landing page with psychological motivators improved engagement and purchase intent.

STRATEGIC PRODUCT POSITIONING ENHACES LONG-TERM-VALUE.

Understanding how different products have different LTVs and prioritizing the sample pack let to more valuable customer relationships and a better long-term ROI.

DESIGN AND MESSAGING SHOULD WORK IN HARMONY.

Aesthetics, layout, and copywriting all contributed to an intuitive, conversion-friendly experience.

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Client Review

What I appreciated about powpowpages is that they make it easy. I didn't have to think, I didn't have to worry about technology, we had a conversation, they implemented their recommendations, and I suggested minimal tweaks before we started directing traffic right away. They were also open and quick to respond to feedback and adjustments as we tested the new pages.