This children's book series is geared towards self-love and self-care for young children to improve their feelings of self-worth. After validating the concept through a simple landing page, I was asked to build out a complete website and funnel for this lovable product.
Although there already was a clear "why" for the product, its users had not yet clearly been defined. The goal was to clearly define the users, build a functional webshop, and start generating sales in a functional, automated funnel.
Because the user of the product was not the buyer, we created two persona's: A Buyer Persona (the child) and an Ideal Customer Profile (the mother).
It was the mother we needed to convince, but it was the child we needed to help.
From the first conversions on the landing page, we interviewed the target audience to define their problems, values and wishes. We then collected this knowledge into a value proposition and persona. It became clear that many of these children faced a every clear and concrete problem: bullying.
This created a clear focus for our branding, design, information structure and eventual targeting.
The website itself served two goals. It needed to have both the necessary information for the mother, as well as be entertaining and exciting for the child.
We worked with an animation studio to create a short video that we could use on social media and the website itself.
Here, buyers could download a free ebook that worked as a prequel in the story.
After downloading the ebook, an email chain began where the blogs were reused into informative emails. Occasional Calls To Action reminded readers of buying the full package of books.
After the website, email funnel and payment tools were laid out, Facebook ads with the video began. After some optimization of the landing pages, the lead price was finally reduced to 49 cents. Since 3% of leads eventually bought the book set, we managed an ROI of 491%.
This set the book on the market and ensured continuous positive growth that could pay for itself.
