Referral Landing Page

Since much of Plated's acquired customers came from referrals, my team was tasked to increase the amount of referral sent and, consequently, the conversion rate of those sent referrals. I led the team in analyzing the metrics we wanted to see increase from this page, and aligned with stakeholders on the strategy of the redesign. Much of the customer problems stemmed from not really understanding what the referral program was, and what exactly the recipient of the referral would be getting ("Are they getting a Plated box? Or a gift card?"). This page aimed to clarify those points for users. When testing this page via a 50/50 split on our user base, we quickly got to statistical significance and saw a 9% a week after launch.