Case Study: Conversion-Focused Landing Pages for Ilouity

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?

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.

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

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