Warby Parker
Contacts Promo
In Summer 2021, around 30% of Warby Parker customers wore contacts. Of those, only 10% were buying their lenses at Warby Parker. You can see where this is going…
Solution: As the copywriter, I helped Warby Parker launch an offer with the goals of boosting awareness of their contacts, acquiring new customers, and driving contacts sales. The offer: Save 15% on your first order of contacts at Warby Parker. The brand was not keen on promotions before this one. But even though this offer was simple, it was enormously effective. (Think: Record-breaking bookings effective.) I wrote all of the copy for this promotion.
Assets at a glance:
Homepages (A/B Test Variants)
Contacts Gallery (A/B Test Variants)
Product Pages and Cart (A/B Test Variants)
Landing Page
Dedicated Email + Banners
Lifecycle Emails
Push Messages
Instagram (Facebook/Twitter)
Instagram Stickers
Performance Marketing (A/B Test Variants)
Commercial for TV + Streaming
Friends and Family Invites
Retail Mirror Vinyls
Retail Table Displays
Retail Digital Board Display
New Store One-pagers
Results (from the first two weeks of the promo):
Warby Parker had its two biggest weeks for contacts bookings ever (and their two biggest days for contacts bookings ever)
Contacts bookings increased by 31% WoW
New customers increased to 68% from 61% compared to the five weeks prior
Repeat orders increased by 9%
Average order value increased by 2% including the discount