🎯 Challenge

Only 32% of customers who purchased a wallpaper swatch followed through with a full roll purchase—a clear opportunity to improve conversion during the consideration phase.

🧠 Strategy

As Senior CRM Manager at Spoonflower, I created a dedicated post-swatch journey targeting subscribers who had purchased a wallpaper swatch in the last 60 days, but hadn’t yet purchased a roll.

The goal wasn’t just conversion—it was to reduce decision friction by addressing common customer concerns:

• “I don’t know how much wallpaper I need.”
• “I’m not sure which paper type is best for my space.”
• “I don’t know how to match my existing decor.”

I wrote a creative brief asking our copy and design teams to:

• Answer these questions clearly and confidently.
• Inspire through UGC and top-selling designs (“Your home could look like this!”).
• Educate on best-fit paper types by room (e.g., bathrooms vs. nurseries).
• Surface popular styles to help narrow down choices.

⚙️ Execution