Smile.io: +44% in Conversion Landing Page Visits with Product Launch
Client: Smile.io
Industry: Ecommerce | B2B SaaS | Loyalty & Rewards
Project Date: 2019 - Present
As the Digital Marketing Specialist, I collaborated with the Website Development, Product, Sales, and C-suite teams on the product launch campaign for the new Smile Plus plan, including a website re-launch.
Objectives:
I acted as the lead product marketing point of contact on the re-launch of Smile.io’s new website, positioned to attract more enterprise-level clients. I developed key brand messaging, customer testimonials, social proof, and conversion-focused CTAs through website copy and content optimization. This project was part of a wider product launch campaign for Smile.io’s new Plus pricing plan.
The three main marketing objectives of the website relaunch were:
Drive page visits to the new Smile Plus page—a new pricing plan for enterprise clients.
Generate Smile Plus leads.
Steer website and blog visitors to the Shopify app listing page, to convert prospects into customers.
Strategy:
As the product and content marketing point of contact, my role in the website relaunch involved:
Sourcing case studies, testimonials, and customer stories from recognizable brands for the homepage, customer page, and product pages.
Website copy editing.
CTA optimization by creating tracked UTM links to the external conversion app listing directory.
To supplement the website relaunch, I played a pivotal role in developing and executing the product content strategy for the Smile Plus Plan launch campaign. This involved:
Working closely with the CTO, COO, and CEO, leveraging their input and perspectives to create on-brand content.
Building a content calendar to support the product launch, including a month-long multi-platform campaign.
Creating and editing educational blogs, social media, and paid advertising content for customers and prospects on the product benefits of the new plan.
Prospecting and interviewing customers to gain feedback and testimonials on the product, which were leveraged in case studies, in-app testimonials, emails, website messaging, and more.
Continuously monitor the social media, blog, and website performance throughout the launch to iterate and optimize where needed.
Campaign Product Content Deliverables:
Blogs
I curated a library of SEO-optimized blogs by writing new product-related content and updating existing content. These customer-centric articles serve as sales enablement content to convert prospects into customers, with several blogs depending on the customers’ lifecycle stage.
Social Media
I planned, created, posted, and monitored a series of product marketing social media posts, highlighting the value and benefits of the new Smile Plus plan. These were then promoted on paid channels to increase reach to prospective customers.
Case Studies:
As we moved up-market, I worked with existing enterprise-sized merchants to develop case studies that would attract prospects through inbound marketing while serving as sales enablement tools.
Founder-Led (CEO) Social Media Content:
In 2024, founder-led LinkedIn content is an important channel for B2B SaaS brands. I worked with the CEO to ghostwrite social media posts promoting the product launch and case studies.
Results:
In the months following the Smile Plus launch campaign, key results were:
44% more page visits to the Shopify app listing conversion page, driven by website, blog, and social media CTAs.
+63% in average weekly organic traffic to the website following the re-launch.
207% increase in the website’s Ahrefs SEO health score, following the re-launch.
400K+ LinkedIn impressions across branded and founder-led CEO social media posts.
Significant increase in leads and MRR (monthly recurring revenue) from net new Smile Plus merchants.
