Ilouity’s products are high quality, but their value isn’t always immediately clear to new users — especially for maternity denim, tailored trousers, and pregnancy tops. Many shoppers asked the same questions:
Why not just size up?
Will this fit through pregnancy?
Is it worth the premium price?
The Approach
Instead of optimizing a single page, we treated landing pages as a system of experiments.
I designed and built multiple landing page formats in parallel to test which story converts best:
Education-led listicles
Hybrid listicle + PDP pages
More direct, shoppable layouts
Each page was structured to address objections early, surface trust clearly, and reduce friction at the buy moment.
What I Did
Reframed features into outcomes and emotional relief
Aligned headlines directly with ad promises
Introduced above-the-fold buy boxes to improve conversion flow
Added comparison sections to justify price
Integrated real-world images and video pulled from Ilouity’s Instagram
Built and iterated quickly in Replo for fast testing
Results (Early Signals)
Higher engagement and scroll depth on education-led pages
Increased add-to-cart interaction when buy boxes were surfaced earlier
Stronger performance from pages combining education + social proof
Clear insights into which narratives resonated most with buyers