Lights.com
THE STORY
Lights.com is the most modern, smart & affordable way to update the look of your home.
Lights.com is disrupting the home lighting marketSmall, innovative and nimble team
Vertically integrated to bypass the middlemen who mark up costs for consumers
WE MAKE CUSTOMERS FEEL
SmartStylish
Confident
STRATEGY OBJECTIVE
Decrease bounce rateOptimize site for conversion
Drive traffic from new (targeted) customers
Create brand affinity
DISCOVERY & INSIGHTS
View Data >
• Bounce rate = need better customer targeting and/or the site’s UI/UX needs tweaking
• Paid search is primarily being spent on Lit Decor. Should this be changed?
• Need more outside (targeted) articles linking to site.
Competition is currently only targeting:
White women shopping from home
Ages 55+ (majority)
Income of $100+
• Let’s target Warby Parker’s demo instead
TARGET DEMOGRAPHIC
• Paid search is primarily being spent on Lit Decor. Should this be changed?
• Need more outside (targeted) articles linking to site.
Competition is currently only targeting:
White women shopping from home
Ages 55+ (majority)
Income of $100+
• Let’s target Warby Parker’s demo instead
SITES OF INTEREST
(outside the box)
| Reddit Wired NY Times CNN YouTube HuffingtonPost Nestio |
Street Easy The Guardian BusinessInsider Bloomberg UsaToday Slate People.com |
ROADMAP
1) Tweak paid search keywords
2) Strategically design check out updates, with tests
3) Rethink HP merchandising = tell people what to buy
4) Plan for implementing retention plan (light.com points/dollars
5) Create "Light & Tell" section
• content is created for targeted interest sites (aka Nestio)
2) Strategically design check out updates, with tests
3) Rethink HP merchandising = tell people what to buy
4) Plan for implementing retention plan (light.com points/dollars
5) Create "Light & Tell" section
• content is created for targeted interest sites (aka Nestio)
(rough mockup for concept, not design)
• Build confidence with pre-header
• Use hero banner for seasonal
• Tell people how to create the feeling they want
• Add “Most Popular” - people are followers
• Remove social - simplifying visual traffic & outside linking
• Use hero banner for seasonal
• Tell people how to create the feeling they want
• Add “Most Popular” - people are followers
• Remove social - simplifying visual traffic & outside linking
6) Launch "Style & Tell" content for customers
7) Redesign 'About Page' & integrate message into product pages
• The content should also be PR focused
(instead of team photo, show a room from their home/apt, before & after)
8) Implement email signup campaign, with segmenting strategy
9) Tweak social:
• Promote brand story
• Show behind the scenes
• Promote original "Light & Tell" content
• Ask customers to submit their own "Light & Tell" stories
10) Launch PR outreach
11) Create product videos (start with best sellers)
7) Redesign 'About Page' & integrate message into product pages
• The content should also be PR focused
(instead of team photo, show a room from their home/apt, before & after)
8) Implement email signup campaign, with segmenting strategy
9) Tweak social:
• Promote brand story
• Show behind the scenes
• Promote original "Light & Tell" content
• Ask customers to submit their own "Light & Tell" stories
10) Launch PR outreach
11) Create product videos (start with best sellers)