Each exposure will nudge them closer to purchase. Sometimes it takes multiple exposures to a message before someone is compelled to purchase.īy repeating the same images and expanding on the messaging from the ad that brought the potential customer to the product page in the first place, Baron Fig is exposing them to that message more than once. Studies have shown that repetition is a powerful force in advertising and repeating messages makes them more effective. For visitors arriving from the Facebook ad campaign, the images reiterate what might have caught their eye in the first place. Notice that these images are similar to those on the Facebook ads and they each highlight very specific features of the Wander Dream Journal. While every page features a similar structure, the photography and copy work together to speak directly to the value of each particular product. This is where Baron Fig showcases the specific features that differentiate their notebooks from competitors. Product pages highlight the unique value of every item When someone clicks on the ad, they’re taken directly to the Wander Dream Journal product page.
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Each one also includes a clear “Shop Now” CTA (call to action) button and text about a key benefit of shopping on Baron Fig’s site: they offer free domestic shipping on any order over $25. The image tag-lines read as follows:īy using action-oriented language Baron Fig is able to subtly nudge the potential customer towards clicking on their ad to learn more. Their use of photography highlights different features of the journal and each of the images show the journal in various stages of use.
They utilize six different images to support their written content-all of which are tailored to the unique interests of someone who might be searching for a journal or dream journal.
These carousel ads feature Baron Fig’s Wander Dream Journal. Many potential customers begin their experience with one of Baron Fig’s Facebook ads: Baron Fig recognized this fact and built a site that not only looks good but also gives customers the simplest path from browsing to purchase. Their audience is naturally much more discerning about things like ad content, site structure, and functionality than your average eCommerce customer because many of their customers also do this sort of work for a living. To appeal to designers, writers, and other creative professionals, Baron Fig’s shopping experience has to be unassailable. Let’s take a look at a typical customer journey, from start to finish, to see how Baron Fig delivers their brand of customer-centric design experience.
They used that understanding of what their customers want to inform not only product design but also the design of their website, emails, and social media accounts. Every interaction with a customer provides a seamless design and brand experience. They eventually expanded their line into different types of notebooks, then bags, pens, pencils, and so on.Īs two creative professionals, Kornfield and Cofone were part of their core market and understood the needs of their friends and colleagues. Cofounders Adam Kornfield and Joey Cofone started with a single product, a notebook aimed at creative professionals and designed based on feedback from actual users.
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