Growth through Empathy is a webinar series to help you win over customers by understanding how they think and what's important to them. Sign up for our monthly webinars here: http://growththroughempathy.com/ View the past recording here: https://www.youtube.com/watch?v=MLbAryV-poc&feature=youtu.be&t=3&ab_channel=ExperimentZone By the end of each session, you'll walk away with actionable advice you can apply to broaden your marketing reach and improve conversion. In this session, we give real advice to real brands, DIG and DesigNooks.

1. Growth through Empathy
Marketing Webinar Series
This month featuring:

2. What is...
Growth through Empathy?
A monthly marketing webinar using empathy to level-up your
marketing & experience optimization strategy, featuring
socially conscious brands.
Find us at GrowthThroughEmpathy.com.

3. Agenda
What we’ll cover
Through discussion with DesigNooks and Dig Labs, you’ll learn:
▪ Why own your purpose?
▪ How can you build brand awareness by levering your “Why”?
▪ How can you use empathy to communicate on your website?
▪ What impact can empathy have to on revenue when used in
conversion rate optimization?

4. Intro to hosts
Jennifer & AJ
Expertise:
- Identifying small and large changes that improve
conversion rates
- Finding user experience issues & solving them
- Growing revenue using experimentation
Reach me at aj@experimentzone.com.
AJ Davis,
Founder of Experiment Zone
Helps companies grow their revenue
by improving their customer
experiences.
Jennifer Yassen,
Founder of The Freed Agency
Uses her knowledge in marketing,
partnerships, & product development
in her mission to save this planet.
Expertise:
- Holistic Business Consulting
- Strategic Branding & Marketing
- Partnerships
- Product Development
Reach me at info@thefreedagency.com

5. Why own
Your purpose?
▪ Own your Unique Selling Perspective (USP)
▫ No one can tell your story like you
▫ Create connection and loyalty with your
consumers
▪ Become part of a larger conversation
▪ Build your tribe and attract the right
audience

6. Mission: Own what you want to be know for
▪ What differentiates you?
▫ How should your customer feel when engaging with your product?
▫ How do you want your customers to promote you?
How to effectively build
Brand Awareness

7. ▪ Who are your ideal customers?
▫ Where do they spend their time?
▫ What do they do?
▫ Where do they shop?
▪ Look in your own backyard - to whom is your brand connected?
How to effectively build
Brand Awareness
Fish where the fish
are - don’t reinvent
the wheel!

8. Built with Empathy
Customer Experiences
What are the benefits of empathy in customer experiences?
▪ Understand what your customers *need*
▪ Find points of confusion or friction as they browse your site
▪ Customers are unique; what works for your competitors may not
work for you
▪ By employing empathy, you can improve your conversion rates and
grow your revenue.

9. Empathy
Experience optimization
Cart & Checkout
Purchasing
Collection & Product Pages
Browsing
Landing & Collection Pages
Education
Pre-Website & Landing Pages
Discovery

11. DIG Labs
Intro
The best way to reciprocate your pet’s
unconditional love is by proactively
caring for their health and wellness,
especially because they can't tell us
what's wrong. Dig Labs is the makers of
Pup Sup - a custom pet nutrition
supplement to boost overall health.
Find them at getdiglabs.com

12. DIG Labs
Mission + Why
Dig Labs mission is to deliver insights and solutions that are
convenient, accessible, and continuously advancing by
unleashing the power of technology and science.
With over 35 years of collective consumer and healthcare
expertise, plus lifetimes of pet parenting and fostering
wisdom, co founders Jess and Tara want to close the gaps
observed between human and pet healthcare.
Their vision (and the problem they ultimately want to solve) is
to give pets a voice and create a two-way dialogue of insights
with actionable steps pet owners can take so they can live
healthy, beautiful lives.

13. #WellnessWednesdays -
Monthly Instagram Live Series
Brand Awareness
Becoming a leader and go to resource on the importance of preventative healthcare for pet
owners is a strong point of difference for your business, Empowering pet owners with the
necessary knowledge on how to better understand and care for their pets is critical.
In light of this I recommend creating a monthly IGlive series to coincide with
#WellnessWednesdays in which you partner with notable pet nutritionists like Kelsey from
Karmavore Nutrition and behaviorist discussing the various health issues that dog owners
face today including allergies, dry skin, digestive issues, etc.
Components of the series:
▪ Root cause of these issues
▪ How to best prevent and treat these issues including diet and exercise – this is a great
opportunity to directly address the importance of Pup Sup and your preventative
healthcare platform
▪ Live QA in which pet owners can ask questions and engage with you and your guests

14. #FollowupFridays
Brand Awareness
Create a weekly feature on social as well as on your blog.
As a play on vet check ups, create a before and after series in which you
showcase testimonials from your customers.
This is a great opportunity to:
▪ Build and strengthen your community (who doesn’t like showcasing
their pup)
▪ Secure user generated content
▪ Increase and strengthen your SEO
▪ Most importantly testimonials strengthen the validity of your brand.
According to one study regular use of customer testimonials can help
generate roughly 62% more revenue, in addition 92% percent of people
said that they read testimonials when considering a purchase.
To kickstart the series I recommend working with pup influencers such as
@thedapple_
Where in exchange for product you secure a testimonial.
This will amplify your reach and as well as secure a steady stream of
testimonials while you secure from customers
Insert image

15. Chippin
Strategic Partnership
Collaborating and partnering with relatable brands in your space is a great way to
leverage reach and build awareness, while further solidifying your brand in the pet
space.
I recommend creating partnerships with natural pet food and snack brands since pet
nutrition is at the core of preventative healthcare.
Chippin is a sustainable, natural pet food and snack brand, it’s women owned, and
made in the USA.
All about Pawsitive change, they only use natural and real ingredients, they’re
sustainable and customers also earn $5 with every order to donate to a cause they
support.
Partnership ideas:
Joint social giveaway in which both parties can promote giving away a products,
entrants must follow both accounts, tag friends, etc.
▪ Benefits – social growth & brand awareness for both brands.
▪ Promotion- Chippin can include a free month or discount subscription offer

16. DIG Labs
Conversion Fixes & Test Ideas Observation: The site clearly points to
the Quiz in the nav and hero to get
started. It’s unclear that you need to
take the assessment to purchase the
product.
Why? May confuse visitors on how
they can order the supplement.
Recommendations:
A. Consider adding a “Shop” option in
the navigation to help direct visitors to
purchase.
B. Consider building a product page
which shows the relationship between
the quiz questions, product features
and price.
A

17. DIG Labs
Conversion Fixes & Test Ideas
A
B
Observation: The quiz asks “What are you and your dog most
interested in?” Visitors may not know how to decide between
these options - or may assume they should have them all.
Why? Visitors might abandon the quiz (and not end up ordering)
if they are unsure of what they want to choose.
Recommendations:
A. Start with the easy questions.
B. Provide guiding information for what the options mean.
C. Show the Recommended or Most Popular options.

18. DIG Labs
Conversion Fixes & Test Ideas Observation: The custom product
page shares detailed information
about ingredients, which may be
overwhelming for visitors.
Why? Visitors may get overwhelmed
or distracted in the researching the
ingredients.
Recommendations:
A. Consider a simpler presentation as
a list of ingredients & quantities with
expandable descriptions (similar to
mobile)
B. Consider showing “why” this is the
recommended product based on the
quiz answers.
A

19. DIG Labs
Conversion Fixes & Test Ideas
A
B
Observation: It’s not clear how to edit your formula (or create a
second formula) once you reach the product page.
Why? Visitors should be able to make edits to their prior
selections and easily add more products to cart.
Recommendations:
A. Add an “Edit formula” link to the product page for the existing
formula.
B. Include a “Complete assessment for another dog” link on the
product page.

20. DIG Labs
Takeaways for other brands
Here are your takeaways:
▪ Education is key!
▪ Weave it at every step from brand awareness, partnerships and
your website.
▪ Understand what your target audience really needs to understand
your offering.
▪ Clarity is Kind
▪ Show direct flow for purchasing. Make it clear and easy.

22. DesigNooks
Intro
DesiNooks is helping parents decorate their nursery
easily.
For those busy moms on the go or those that want a
well designed room but lack the necessary design
skills.
Decorative Nursery Design in a box
Future Goals:
Expanded room design offerings
Find them at designooks.com

23. DesigNook
Mission + Why
Your home is your haven. You want it to reflect your personality, how
you feel. You want to bring it to life.
DesigNook was founded by working mommy designers in San
Francisco. Shani and Maya understand that a busy lifestyle creates
little time to search and design the perfect nursery. Faced with this
issue, they created an easy effortless solution to decorate and
complete nurseries everywhere by offering pre-designed options. All
designs are original and are easy to put together.
Perfect for busy moms everywhere or those that simply want a well
designed room but lack the necessary design skills
Interior designer no longer required

24. DesigNooks
Brand Awareness
Creative Campaign Concept:
▪ Partner with a notable children’s author/illustrator to create a capsule Nook
collection. Example Bear Came Along Author Richard T Morris, illustrated by Leuyen
Pham
Goals: Brand awareness, Brand Connection and Sales
Benefits
▪ Expanded network reach and exposure through author/illustrator network and
fanbase;
▪ Unique designs that are available for a limited period of time resulting in exclusivity
and driving demand
▪ This creates a lifestyle element that a mother would naturally be doing in her
nursery, reading to her baby to further cement the need for completing her nursery
environment.
Partnership can be expanded through added value offers:
▪ Joint social giveaway in which both parties can promote giving away a Nook + Book,
entrants must follow both accounts, tag friends, etc.
▪ Benefits – social growth & brand awareness for both brands.
▪ Promotion- Nook can include free books with purchases for a limited period of time
to drive demand and sales for capsule.

25. DesigNooks
Strategic Partnership
BABYLIST, BUY BUY BABY
▪ Gifting a Nook is a great opportunity for close
friends and family to offer a unique baby shower
gift.
▪ By partnering with a notable baby registry it will
expand Nook’s reach and sales opportunities
▪ Beneficial for registries creating additional unique
design offerings
▪ Leverage network and social reach
▪ Create additional opportunities to showcase
application of designs.

26. Baby announcements such as baby shower and birth
announcements. Partners can include: Minted, TinyPrints,
Shutterfly, Paperculture, etc..
▪ Product Bundles - limited period of time unique opportunity
for both parties to offer added value by providing a
promotional offer
▪ Joint social giveaway in which both parties can promote
giving away Nook + free custom baby announcements.
▪ Benefits - social growth and brand awareness for both
brands.
▪ By partnering with a notable baby announcements it will
expand DesigNook’s reach and sales opportunities
DesigNooks
Strategic Partnership

27. DesigNooks
Conversion Fixes & Test Ideas
A
Observation: The homepage has a clear description and call to
action, but the CTA gets lost on the mobile page.
Why? The “Shop Now” text doesn’t visually draw your eye based
on the placement and color contrast.
Recommendations:
A. Consider making “Shop Now” a button underneath the “Well
now you can…”
B. Use the “squint test” to make sure that visitors will be drawn to
the most important elements on the page.

28. DesigNooks
Conversion Fixes & Test Ideas Observation: Visitors can shop any
product in this collection together, but
it may not be immediately obvious on
the page.
Why? Visitors use collection pages to
compare the options on the site and
need shortcuts to understand what’s
available on the page.
Recommendations:
A. Consider adding a collection photo
which captures the overall Nook.
A

29. DesigNooks
Conversion Fixes & Test Ideas
A
Observation: The collections are
designed to work seamlessly together,
but it’s difficult to match products
without buying a bundle.
Why? Visitors purchase from
DesigNooks because of the ease of
pairing decor items.
Recommendations:
A. Consider showing related products
after she adds to cart using an upsell. This
could be in the mini cart or using an
upsell interstitial app (such as Candy
Rack)

30. DesigNooks
Conversion Fixes & Test Ideas Observation: People who are
expecting children may need a nudge
to include DesigNooks to their baby
registry.
Why? Consider adding cues on the
homepage and product pages to add
the product to their registry.
Recommendations:
A. Consider adding cues on the
homepage and product pages on
specific registries to add products to
existing registries.
B. Consider adding a Shopify plug-in to
create a registry on DesigNooks.
A

31. DesigNooks
Takeaways for other brands
Here are your takeaways:
▪ Remember the overall context of your target audience.
▫ Why do they need this product now?
▫ When do they need this product?

32. Thanks!
Questions?

33. Next Steps
Bonus Materials
Find us at GrowthThroughEmpathy.com
● Get 15% off at Design Nooks: Code Nooks15
● Get 30% off at DIG Labs: Code PUPSUP30
● Experiment Zone:
○ Book a 1-1 free conversion consult with AJ at experimentzone.com/consult
○ Get 4 customized conversion tips with a free conversion tear down
● The Freed Agency:
○ Get a 30 minute marketing strategy consult with Jen

34. Growth through Empathy
Takeaways
Here are your three takeaways:
▪ Think about your audience & their context.
▫ Why would they be using your product? How would they
be getting to your product? What events trigger them
needing or wanting your product?
▪ Think about complementary brands and services in your space.
▫ Think outside the box for creative partnerships.
▪ Clarity is Kind.
▫ Teach them what they really need to know, not what
*think* they need to know.