Case study: Launching a new product
How we introduced a unique new product category to an existing portfolio.
Introducing Perifo track lighting
The modular Perifo track lighting system filled a gap between functional ceiling fixtures and the brand’s decorative lights. In addition to traditional launch materials, such as foundational messaging and product pages, we designed thoughtful informational and conversion pages to help users understand the product and purchase the right kit.
About Perifo track lighting
This page explains the elements of Perifo, including the rails, lights, and connectors. Because of the product’s complexity, we created easily digestible sections to better convey information.
The page features entry points to browse track lighting kits and a wizard that helps users narrow down their options for premade kits.
Custom track lighting kits
Perifo is endlessly customizable, so it was easy for users to be overwhelmed. To combat this, we designed a page with step-by-step instructions to build their own kit.
The page ranks #1 in Google SERPs for its targeted keyword, “custom track lighting.”
The bundles wizard
If a user doesn’t want to create a custom kit, they can choose from premade bundles.
The wizard streamlines the user’s shopping journey. Users answer a few questions to guide them to kits that match their preferences, simplifying their decision-making.
Retargeting (CRM)
If users didn’t purchase anything after viewing Perifo products, we designed a series of emails designed to convince them.
The copy is short, the images are clean, and the format is simple. We included links to each component to increase the number of entry points that bring users back into the conversion funnel.
One email specifically selected kits similar, but not the identical, to the kits they had already viewed, maintaining even the color.
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