Clorox Cleaning
NEW DTC E-COMMERCE SITE
copywriting / SEO / UI, UX / research & AB testing
As the overall business strategy at Clorox moved toward a DTC model, we added an e-commerce experience to Clorox.com. Up to that point, the site had served mostly as an education hub showcasing Clorox cleaning products, with links to external retailers.
User research showed that customers were interested in bundling cleaning products, so bundles became a big component of the site. Merchandising, product, and creative worked together to build a shop that included both preset product bundles and a Build Your Own feature that let customers create personalized bundles and save money.
My role: Copy Lead
Working with the product design, marketing, merchandising, and executive teams, I developed the content strategy, wrote all copy, and helped QA-test the site for launch. The project included the homepage, product description pages, in-house ads, a Build Your Own Bundle feature, interactive product quiz, and more.
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Collaborators // head of product design & research: Meg Carreau, product designer: Bo Jiang, VP of creative: Kim Vandrilla
Research showed that customers wanted to buy bundled products, so the launch strategy prioritized bundles.
We designed the Build Your Own Cleaning Bundle to let customers quickly find and add their favorite products by category, edit selections, see additional product info, and combine any products they like (including 4 quantities of the same item).
For less-decisive customers, we offered pre-curated bundles, also at 10% off.
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below: The project also included in-house ads and a searchable hub of SEO-optimized educational content.
