Grow Your Business with Brand Booster Roadmap

See our work

Repositioning Wayfair's Family of Brands for Growth

Problem

In 2021, Wayfair wanted to grow its market share by repositioning its family of brands from mass to luxury, including Wayfair, Allmodern, Joss & Main, Birch Lane and Perigold. However, they had never done any insights work to properly position and target them.

Solution

As Head of Brand Management, Jennie drove a segmentation study amongst 13,000+ customers to size each specialty brand and understand the attitudes, behaviors and buying patterns of each customer. She then managed the evolution of the brand positioning, product mix and go-to-market strategy across all 5 brands, including physical retail launch.

Outcome

In the first year of each brands’ launch, the go-to-market campaigns outperformed past efforts by an average of 17% increase in return on ad spend.

Optimizing CuriosityStream's Subscription Funnel

Problem
CuriosityStream, a global entertainment brand specializing in documentaries, faced the challenge of standing out in the highly competitive streaming industry, dominated by major players like Netflix and Disney+. They needed to clearly communicate their unique value proposition and make their subscription offering both compelling and affordable to attract new subscribers.

Solution
Brian collaborated with CuriosityStream's digital marketing director and UX designers to develop a streamlined subscription flow. The goal was to simplify the sign-up process while visually conveying the brand's distinct value and clearly presenting subscription options. This strategy aimed to increase conversions by making it easier for potential subscribers to understand and engage with CuriosityStream's offering.

Outcome
Within two weeks, the team tested over a dozen variations of funnel designs, incorporating copy and UX changes on the homepage. These optimizations led to a 5% increase in subscriptions, significantly improving CuriosityStream's ability to attract and convert new users.

Increasing Donor Acquisition for the Make-A-Wish Foundation

Problem

The Make-A-Wish Foundation is committed to make every wish come true for children with life-threatening medical conditions. To accomplish that, they needed a big increase in donations over the next five years, which included a plan to reach out to millennials, who behave differently than their current donor base.

Solution

While at PwC, Jennie uncovered that millennials wanted to donate to a specific child’s wish vs. the organization. So, she led a team to co-create and launched crowdfunding platform, “Wish Maker,”, which connected donors directly to the parts of children’s wishes they wanted to fund.

Outcome

Wishmaker drove an 80% increase in millennial acquisition vs. prior funding tactics

Increasing Best Buy's Global Television Sales

Problem

Best Buy faced declining television sales as competition with Amazon intensified. To maintain its market leadership, the company recognized the need to streamline the shopping experience, making it easier for customers to select and purchase televisions, whether online or in-store.

Solution

As the experimentation lead at Best Buy, Brian collaborated closely with product teams to design and implement a user-friendly buyers guide and a comprehensive experimentation strategy. The goal was to reduce friction in the customer journey, ensuring a seamless experience for selecting and purchasing televisions across both online and in-store channels.

Outcome

The enhanced user experience and targeted experimentation strategy led to a 17% increase in global television sales for Best Buy. Additionally, the improvements reduced the time to purchase and boosted the average selling price.

Future proof your brand experience in as little as two weeks

Receive a comprehensive, tailored digital experience audit and brand strategy guide with data driven recommendations, including:

Brand Positioning Analysis

Uncover deep industry insights, identify threats, and seize opportunities to engage and convert customers.

Online Experience Analysis

Optimize your landing pages by viewing them through the eyes of your customers, removing UX and design friction throughout their digital journey.

Omni-Channel Content Analysis

Ensure your brand messaging is compelling at every stage, from awareness ads to nurture emails.

Brand Experience Roadmap

Receive a detailed and prioritized list of brand strategy, content and UX recommendations.

Work directly with Brian and Jennie to solve your biggest brand experience challenges

Founder & Chief Optimization Officer

Brian Poe

15 years of experience developing data-driven growth strategies for global brands - including Best Buy, Verizon, Capella University and CuriosityStream.

Expert in CRO and personalization best practices, UX/CX strategy and experimentation.

Experience across B2B and B2C industries - including SaaS, Energy, Travel, Streaming, Education and more.

Head of Brand

Jennie Kaylie

20 years of combined agency, consulting and in-house experience leading teams to transform major consumer brands - including Wayfair, Jim Beam, Meta and Marriott.

Expert in brand strategy & positioning, integrated marketing, go-to-market strategy, new product development and omni-channel customer experience strategy.

Effie and Webby award winner, MBA from Northwestern's Kellogg School of Management.

Brian is a true master at his craft. His heuristic evaluations are incredibly detailed and offer up invaluable insights that might otherwise be missed by even the most seasoned conversion optimization strategists. If you’re looking to identify opportunities to improve conversions and increase revenues, I can’t recommend him enough!

Josh M.

Senior Optimizer

Jennie is a major asset to any brand in need of transformation. She is a forward-thinker grounded in getting things done today. Jennie is a good thought partner that will push everyone's comfort zone to elevate existing brands, in the benefit of the company.

Ana G.

Co-Founder and CEO

FAQ's about our process

How much does the audit cost?

The Conversion Booster Roadmap was designed to be an affordable and flexible optimization service for all business sizes. The audit starts at $5,000 USD, and depending on the number of ads, email sequences, and funnel pages included, the pricing is adjusted to match those requirements.

Is the service suitable for small businesses?

Absolutely! The Conversion Booster Roadmap is designed to be flexible and scalable, making it a perfect fit for businesses of all sizes, from startup and SaaS companies to large enterprises.

How do I A/B test everything in your CRO audit?

Some companies want to simply take our recommendations and make website updates. Others prefer to A/B test them. If you’d like to A/B test them we can scope an engagement for you or provide strategic direction and facilitate the handoff to in-house resources.

Will you help implement the suggestions if needed?

After receiving our Conversion Booster Roadmap, there will likely be a number of changes you’ll want to make to your website. We can work directly with your in-house resources to prioritize the changes, otherwise, if needed, Mammoth Insights can do that for you.

What's needed in order to get started?

Each Conversion Booster Roadmap and CRO audit starts with a simple questionnaire and a 60 minute meeting. This helps us understand your priorities and concerns to ensure you get the most value out of our partnership.

How long does the CRO audit typically take?

A typical Conversion Booster Roadmap takes roughly 2-3 weeks after the kickoff but may very slightly depending on the scope of the project and level of customization.