How you speak with your customers (or what you call them) is indicative of who you are as a brand. I believe in empowering users with information, treating them with the respect I would like to be shown, and adding a touch of delight to make a memorable moment.
Custom Chat & Email Templates
Distilling the personal experience a customer has when speaking with an Inker on the phone into the new online chat experience is no easy task. I crafted transactional copy, as well as branded template answers for representatives.
Online chat allowed me to explore a more casual and conversational tone than what we had used in other materials. As we move towards proactive chatting, understanding specific messaging to address users at various points in the funnel is key.
Acquisition & Nurture Emails
How successful can a two-step registration funnel be if new customers don't know about the second step? AddThis faced the challenge of tons of customer accounts, with lagging code installation. To turn the tide, we reworked the entire welcome series, removing the dry spammy messaging and introducing a conversational tone with a stronger brand presence.
AddThis Academy & Blog
Even the web's best publisher tools underperform unless a user knows how to best utilize what they have at their fingertips. The expansive AddThis Academy and blog were extremely successful for SEO, but bounce rates from on-domain sources showed there were other roadblocks to overcome. To increase engagement, we pulled content up from behind the click, introduced produced videos for tool installation, and explored various visual executions that played with the idea of mixing the fun and the functional.