Curio Brand Launch
Curio Home Goods | Brand and Website Launch | 2023
The Problem
When I joined the team, Curio had established its brand identity and voice and tone, but otherwise was a completely new direct-to-consumer brand that had not yet launched any of its online channels. Curio needed to introduce itself and its products.
The Solution
Build, curate, and launch the brand’s first online touchpoint – its Shopify website – to strike a balance between communicating brand identity, product education, and optimizing for conversion.
The Strategy
Optimize conversion and storytelling: Curate copy, calls to action, and visuals dependent on where the customer is in their journey. For example, while the About Us page leans into Curio’s mysterious brand identity, every Product page balances straightforward product copy with brand language; is SEO optimized; and is integrated with 3rd party apps to encourage conversion with high value carts.
Show, don’t tell: Utilize photos and videos that demonstrate Curio products’ magnetic features in use, instead of relying on text-heavy blocks of product education language to communicate product value propositions.
Test and learn: Establish regular data-driven test and review cadence to continually improve conversion and understanding of the brand as Curio grows. Regularly evaluate customer service inquiries; product merchandising; replacement subscription activation vs. churn; and more.
The Results
Expedited brand’s launch, completed in 3 months
$1MM ARR reached within first 4 months of brand launch
2% web conversion rate on average
4,609 email subscribers collected within first 3 months of launching website
$117 AOV on average since brand launch
