Multi-Channel User Journey: Free Sample Campaign
UX-driven copy that unified ads, on-page microcopy, and lifecycle emails into a seamless, high-converting flow.
Overview
I developed all user-facing copy for bdy.’s free sample campaign, guiding customers from initial awareness through product trial to review submission. The goal was to create a consistent, clear, and emotionally engaging experience across multiple touchpoints.
Challenge
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Ensure a cohesive experience across paid media, landing pages, emails, and in-product messages.
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Reduce friction and confusion while communicating benefits quickly.
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Motivate users to complete the sample-to-review journey.
Paid Media Ad
Journey Mapping & Research
I began by mapping the complete customer journey—from the initial ad impression to the final review submission. This allowed me to identify where users were most likely to feel uncertainty or drop off. I reviewed previous campaign performance and incorporated audience insights to inform tone, messaging priorities, and the level of explanation required at each stage.
Writing & Iteration
With the journey mapped, I developed all campaign copy, including microcopy, CTAs, headlines, landing page messaging, and multi-email sequences. The writing focused on clarity, emotional resonance, and brand-voice alignment.
I also created and refined confirmation and error messaging to help users recover from issues without losing momentum. As copy moved into design, I iterated based on layout constraints, interaction patterns, and opportunities to reduce cognitive load.
Collaboration
Throughout the project, I partnered closely with design, brand, and digital teams to ensure the entire experience felt unified.
This collaboration helped maintain consistent voice and tone across assets and ensured the copy supported—not competed with—the visual hierarchy or product requirements.
Testing & Optimization
Once the initial flow was live, I conducted A/B testing on subject lines, CTA phrasing, and landing page copy. Performance data guided refinements that improved clarity, increased conversion, and strengthened overall engagement.
This iterative cycle ensured the final experience reflected real user behavior rather than assumptions.
Email Customer Journey Flow: Copy
Results & Impact
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Email open rate: 55.1% (vs. 43.1% benchmark)
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Paid media CTR: 18.77% (+1,777%), Engagement rate: 58.13% (+3,489%)
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Reviews generated: 766 total, 625 five-star ratings
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UX impact: Clear microcopy improved comprehension, completion rates, and guided users effectively through the journey.
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Insights informed future lifecycle messaging and UX copy patterns.
Key Takeaways
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End-to-end UX writing can measurably improve engagement across channels.
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User-centered microcopy reduces friction and increases completion rates.
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Collaboration with cross-functional teams is essential for voice consistency and campaign success.
