Concept Project | Website Copy | Lifestyle Industry
Candle Wonders is a small business owned by a client of mine. It is in the lifestyle industry and sells candles that target overworked moms aged 25-40 to remind them to relax. Candle Wonders brings forth a calm, warming tone with a hint of playfulness. On my client’s website, her empty cart page just stats as such, ‘Cart is empty.’ This case study was created to test two different microcopy pages and determine which one her customers related to better.
The goal of this project was to test the two Empty Cart revised pages that replaces the ‘Cart is empty’ microcopy with one that aligned more with my client’s tone. The tone should stay warm, but also add in playfulness while gently urging the customer to add items to their cart. With the use of A/B testing, it can be determined which microcopy was a better fit for the client’s customers.
Version A:
Copy: “Your cart’s feeling a little empty. Let’s find something that lights you up.”
Rationale: This copy stays consistent with the brand’s tone and voice while also adding a subtle playful pun about candles. It keeps the tone lighthearted, but also stll stays align with how the cart is empty. It gently guides the reader to the CTA button to find products to their cart.
Version B: