Growth through Empathy is a webinar series to help you win over customers by understanding how they think and what's important to them. Sign up for our monthly webinars here: http://growththroughempathy.com/ View the past recording here: https://www.youtube.com/watch?v=56a8XD917LI&list=PLoMf7noumBKsT9aMf19mI7BplW8d4OqP2&index=10 By the end of each session, you'll walk away with actionable advice you can apply to broaden your marketing reach and improve conversion. In this session, we give real advice to real brands, Waterhaul and BOLD Swim.

1. Growth through Empathy
Marketing Webinar Series
This month featuring: WATERHAUL+

2. What is...
Growth through Empathy?
A monthly marketing webinar using empathy to level-up your marketing
& experience optimization strategy, featuring socially conscious brands.
Find us at GrowthThroughEmpathy.com.

3. Agenda
What we’ll cover
Through discussion with Waterhaul and BOLD Swim, you’ll learn:
▪ Why own your purpose?
▪ How can I build brand awareness?
▪ How can I improve my revenue using conversion rate optimization?
▪ What does my website need to communicate effectively to my
audience?

4. Hosts
Jennifer & AJ
Expertise:
- Identifying small and large changes that improve
conversion rates
- Finding user experience issues & solving them
Reach me at aj@experimentzone.com.
AJ Davis,
Founder of Experiment Zone
Helps companies grow their revenue
by improving their customer
experiences.
Jennifer Yassen,
Founder of The Freed Agency
Uses her knowledge in marketing,
partnerships, & product development
in her mission to save this planet.
Expertise:
- Holistic Business Consulting
- Strategic Branding & Marketing
- Partnerships
- Product Development
Reach me info@thefreedagency.com

5. Why own
Your purpose?
▪ Own your unique selling perspective & story
▪ Create perspective - greater awareness of the greater good
elevates your brand
▪ Build your tribe & attract the right audience

6. ▪ Own what you want to be known for
▫ What is your mission?
▪ What feelings do you want to evoke from customers?
▪ How do you want customers to tell your story/promote you?
How to effectively build Brand Awareness

7. Identify Ideal customers
▪ Where do they spend their time?
▪ What do they do?
▪ Where do they shop?
▪ What/who is your brand most connected to?
How to effectively build...
Brand Awareness

8. Empathy
Experience optimization
What are the benefits of empathy in customer experiences?
▪ Understand what your customers *need*
▪ Find points of confusion or friction as they browse your website
▪ Customers are unique; what works for competitors may not work
for you
▪ By employing empathy, you can improve your conversion rates and
grow your revenue.

9. WATERHAUL

10. Waterhaul
Intro
Waterhaul combats against pollution in
our oceans by repurpose the material
into the world’s most sustainable
sunglasses.

11. Waterhaul
Mission + Why
Plastic doesn’t ever degrade, it’s an indefinite problem that will kill marine life.
▪ “Environmental / emotional problem - plastic pollution,
specifically abandoned fishing gear, 640,000 tonnes enters
the world's oceans every year, around the same weight as
more than 50 thousand double decker buses”. -ECO WATCH
▪ Fishing nets makes up 86 percent of the large plastics in the
Great Pacific Garbage
▪ A single ghost fishing net killed around 300 sea turtles in
Mexican waters in 2018. And every year, ghost gear kills
more than 100,000 whales, dolphins, seals and turtles,
UK-based charity World Animal Protection told AFP.

12. Waterhaul
Brand Awareness
Create a Blog:
▪ Educate about the dangers of ghostnets
▪ Create a roundup of some of the most beautiful ocean spots/beaches/best
places to surf on earth
▪ Tap more into your heritage of surfing and adventure your passion- this is
what led you to create this brand - Interview & leverage the locals of Cornwall
▪ Repost content & videos of people saving marine life trapped in ghost nets like
The DODO
Leverage more content to build your case and show your why.
Social:
▪ Use more compelling imagery of nature to show why we have a duty to preserve these beautiful places that fuel our
soul,
▪ Create collaborative giveaways with related brands: i.e.All Natural sunscreen, like SunTribe
▪ Interview surfers, vloggers about their encounters with ghostnets to showcase how far and wide this problem reaches

13. Waterhaul
Brand Awareness
Create Brand Ambassador, Loyalty &/or referral
programs
▪ Tap into beach cleanup organizations offering
discounts or gifting product
▪ Product opportunities:
▫ Capsule collections with surfers, well known
travel influencers
▫ Create capsules that go directly to saving
marine life by partnering with nonprofits
▫ Collaborate with artist communities that use
ocean plastic to create art
▫ Other ocean oriented brands that do not have
eyewear like Sandcloud
Brand Ambassadors & Influencers
▪ Build network of brand ambassadors:
▫ Cornwall locals (local surfers: Cornwall
SurfShots, FreeSpiritKirsty, TeganBlackford
▫ Photographers
▫ Marine biologists
▫ Travel influencers Vagabrothers
▫ Surfers & Surfing and Adventures
organizations/Schools: Maria Petersson
▫ Non profits: Surfrider
Media Outlets: Surfer Magazine, The Surfer’s
Journal
Leverage more content to build and show your why.

14. Waterhaul
#ISEEFOR | Creative Campaign Idea
Why: Create a purpose in the wear.
▪ ISEEFOR Turtles, Whales, Sharks, Marine life ETC
▪ Everyday reminder when someone “suits up” and wears their frames they are seeing for something greater than
themselves.
▪ Carrying out a vision of creating a world where we take the act of protecting our oceans, in our hands.
acknowledging the problem and becoming the solution.
▪ FASHION is an outward EXPRESSION of the person INSIDE - providing a platform for those that care for marine
life for their voice to be heard and express themselves.
How: Leverage video content of marine life and bring the problem to life
▪ Utilize photographers, travel influencers, surfers, marine biologists, nature accounts, etc. as brand ambassadors to
promote the campaign wearing the product
▪ Partner with an organization such as Mission Blue, GreenPeace, WA for a select period of time portion of the
proceeds will go to this organization
▪ Benefits? Leverage the organization’s network, reach, content and education platform.
▪ Beach clean ups in product

15. Waterhaul
Strategic Partner Suggestions
▪ Surfrider Foundation. Dedicated to the protection and enjoyment of the world's
ocean, waves and beaches through a powerful activist network.
▪ What: Create a capsule collection in collaboration with the Surfrider foundation to
leverage their shop, reach & beach cleanup network
▪

16. Waterhaul
Conversion Fixes & Test Ideas Observation: The homepage hero
video makes it hard to see the
navigation.
Why? Some visitors prefer to use
navigation to move through a site, and
the low contrast between the white
font and light colors makes it difficult
to read.
Recommendations:
A. Consider adding a solid background
color behind the navigation.
B. Consider using video with
consistent dark or light colors in the
section that overlays with the nav.
A

17. Waterhaul
Conversion Fixes & Test Ideas Observation: Visitors have to work to
understand what Waterhaul sells.
Why? Visitors make decisions quickly
online, so directly communicate what
you sell to get visitors attention.
Recommendations:
A. Consider including more direct
language higher on the homepage.
Test: Replace the text below
“WATERHAUL” on the homepage”
with “Exceptionally sustainable,
recycled eyewear.”
Research: Use fivesecondtest.com to
confirm that visitors understand what
you sell.
A

18. Waterhaul
Conversion Fixes & Test Ideas
A
B
Observation: Visitors have a lot of content to get through on the
product page before seeing an action & a price.
Why? We want to transition visitors from a browsing to
purchasing mindset and want to put essential information and
actions in front of them quickly.
Recommendations:
A. Consider moving the add to cart button higher on the page.
Test: Move the colour selector and add to cart to just below the
product name and reviews.
B. Consider switching the design of the Prescription button to a
link to avoid detracting from the page’s primary action.

19. Waterhaul
Conversion Fixes & Test Ideas
A
Observation: Visitors are offered several choices of actions to take
on the cart page, which are then repeated in the checkout.
Why? We want to keep visitors focused on finishing their order.
Recommendations:
A. Consider removing any non-essential or repeated information
from the cart page. Test: Remove the coupon and shipping address
input from the cart page.
B. Consider providing visitors with all available checkout options
directly in the cart. Test: Add the Paypal button as the same width
as the “Proceed to checkout” button on the cart page.
A
B

21. BOLD Swim
Intro + Mission + Why
BOLD Swim is a sustainable and inclusive
brand of women’s swimwear meant to
empower women.
▪ The brand hopes to solve the barrier
of inclusiveness when it comes to
size and diversity in marketplace.

22. BOLD Swim
Strategic Partner
▪ EVOLVE - sustainably made beach towel
made from recycled plastic, with an average
of 20 plastic bottles recycled to produce
each sand free towel. 10% of all profits are
donated to environmental charities.
▪ Leverage their brand ambassador network
as well as their social reach

23. BOLD Swim
Brand Awareness
Leverage more content to showcase your why:
Create a Blog:
Talk directly to the problem of inclusion when it comes to swimwear
Why does sustainability matter?
What is the environmental harm from swimsuits
Gather real feedback from your customers to leverage in posts
Capsule collections that are available for a limited time, limited prints
Collaborate with eco influencers
Social
▪ Create collaborative giveaways with brands in your space to leverage their reach:
▪ Natural sunscreen and skincare brands like: Credo Beauty & BareRepublic
▪ Eco Friendly Beach Bags like Mar y Sol
▪ Eco Friendly Beach Towels - like Evolve
▪ Eco Friendly Eyewear Pala eyewear
Build Network of sustainable diverse brand ambassadors, eco travel influencers, eco beauty influencers
Leverage Target Media Outlets: GoodonYouApp, Eco Luxe, Eco cult

24. BOLD Swim
Conversion Fixes & Test Ideas Observation: The first call to action is
below the fold and blends into the
imagery.
Why? Visitors need a visible and clear
action, so they can understand how to
get started with the website.
Recommendations:
A. Consider using a solid fill button, so
it is more visually prominent.
B. Consider ways to present the
action, so visitors can easily find it.
Test: Include a button above the fold &
have it “stick” as visitors scroll down
the page.
A

25. BOLD Swim
Conversion Fixes & Test Ideas Observation: The collection page is
difficult to scan and compare options.
Why? The products are different
styles and present content differently.
The comparable information is also
not aligned on the page.
Recommendations:
A. Consider using consistent product
image sizes and styles.
Test: Compare product images vs.
lifestyle images.
B. Consider visually aligning the
prices, sizes, and Add to Cart actions
horizontally on the page.
A
B

26. BOLD Swim
Conversion Fixes & Test Ideas
A
Observation: Visitors are presented with a lot of decisions and
information before they can add to cart.
Why? We want to simplify her decision as much as possible, so
she can shift from a browsing to purchasing mindset.
Recommendations:
A. Consider moving any non-decision information below the
primary action on the page (the Add to Cart)
Test: Move the urgency messaging and shipping delivery
information below the ATC button.
Test: Consider removing the “real time visitor” information.

27. BOLD Swim
Conversion Fixes & Test Ideas
A
Observation: Visitors are presented with 4 calls to action on the
product page, which may cause confusion and delay action.
Why? We want to simplify her decision as much as possible and
give clear suggested next actions.
Recommendations:
A. Consider choosing one primary call to action on the product
page and either removing or choosing a different design for the
others.
Test: Remove the buttons “Add to Wishlist” and “Add to Compare”
and replace with a text link for each.
Test: Consider removing the Buy It Now button and keeping her
focused on the ATC option.
B

28. Thanks!

29. Next Steps
Bonus Materials
Find us at GrowthThroughEmpathy.com
● Get 10% from WATERHAUL: code NETIMPACT
● Experiment Zone:
○ Book a 1-1 free conversion consult with AJ
○ Get 4 customized conversion tips with Experiment Zone’s free conversion tear down
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