Homepage Creation and Performance Optimisation
About Project
For Black Friday 2022, I worked on hush’s homepage content strategy, leveraging Amplience, a headless content management platform. My responsibilities included publishing and scheduling homepages for the UK, USA, and International sites, aligning with hush’s segmented Black Friday approach.
Hush’s unique campaign supported the charity Crisis, donating one item of clothing for each item purchased in the UK, while offering a discount campaign exclusively for USA customers. This project marked hush’s transition from Salesforce to Amplience for content management, requiring collaboration across teams and careful execution to ensure all assets, links, and layouts were accurate and met deadlines.
Tools used
Homepages
The results
Over the 8-day promotional period of the USA Black Friday campaign, key performance indicators significantly exceeded forecasts, highlighting the success of targeted promotions and regional segmentation.
Top Market Shift: The USA became the top-performing international market during weeks 35 & 36, surpassing Ireland, which is typically the leader.
Sales Performance: Demand sales exceeded the forecast by 14%.
Conversion Rate: The campaign achieved a conversion rate of 1.65%, 53% higher than the forecasted 1.08%.
Average Order Value: The AOV was 20% above the forecast.
This campaign demonstrated the effectiveness of tailoring content for specific regions, successfully leveraging Black Friday’s cultural significance in the USA to engage a targeted customer group.