Frame My Mirror®
Add A Frame paid social click-through-rate and landing page conversion rate enhancements.
Frame My Mirror wanted to improve ad click-through rates and landing page conversion rates for their product Add A Frame. Add A Frame is a DIY, adhesive-backed frame system designed to cover existing, wall-mounted bathroom mirrors without removing them.
As the lead designer I was tasked with the strategy and execution. My strategy was to educate the shopper on the product and take a benefit-driven approach rather than a feature driven one through videos, testimonials, and thorough explanation of the product. I created digital assets across the conversion funnel, partnering with cross-functional teams to ensure each deliverable met brand standards, was technically accurate, and delivered with the speed required for rapid performance testing.
After many iterations, the winning ads and landing page contributed to a 50% higher CTR and a 28% higher CVR.
Winning Landing Page Design
Landing page video elements.
Paid Social Add A Frame and Sample Sale ads.
Ad Click-Through-Rate and Landing Page Conversion enhancements strategy.
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To have the customer believe that FMM is an asset to their home. We want to inform the customer through videos, testimonials, and thorough explanation of the product.
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Short-Form Video Ads - Quick to consume, conversion focused
a. Carousel ads for multi-frame stories
b. Video ads that run less than 45 secondsAI Powered Personalization - Tailored experiences, high audience relevance
a. Dynamic product ads based on user behavior and location-based customization
b. Use of AI to produce high-quality visuals, videos and variations: AdCreative.ai, Butter, Runway
Minimalist Design & Visual Clarity - Reduced noise, focused on key message.
a. Clearly state CTA (ex: “To get X click on the link.”)b. Use of ephemeral messaging, bold typography, limited text and ample white space
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Video and other dynamic elements have become more popular. I’m recommending we improve content within our existing structure with more video and better product explanation:
Video
Why: Videos are more engaging and dynamic than static images. They can also demonstrate the functionality of the product (ex. Showing someone install AAF) better than static images.
New Approaches:
Video in the hero slide
Update before/after image gallery to a video slideshow
Implement Firework to show UGC video
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After reviewing customer feedback manually and with AI, we found the following trends and recurring mentions focused on 5 key themes.
Customer Service: Positive experiences that drive WOM
Repeat purchasers: Quality kept them coming back
Organic Influencers: Delivered positive home value, and reached new customers
Sustainability (AAF only): Using what the customer already has, reducing waste
Better than competition: Quality experiences from the first impressions
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Ads:
Compilation Videos: Combining at least 5 UGC transformation videos to reach a broad audience with diverse tastes.
One-person installation in 30 min.: Time lapsed install of FMM to demonstrate speed and ease
Under 45-second video ads with high-paced music: Keep ads timely and engaging for the eyes and ears with simplified messaging, but attention grabbing music
Testimonials in ad copy and within the video ad: Use new review themes in ad copy and within ads
Including Frame name in ad: audience member asked for this in comment
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Grabbing Headline: Update headline/hero copy to be more engaging
Dynamic Hero Image: Update hero to either video or slideshow rather than a static image
How it works video: Use video or gifs to create a more engaging “how it works” section
Actual product is lower on the page: Try pushing product scroll below explanation sections (Possible A/B test)
Reviews listed multiple times throughout the page: Reinforce review count throughout the landing page and use testimonials whenever possible, creative ways to show reviews (# counter)
UGC video + testimonials: Utilize Air content to add in additional UGC videos, update current testimonials, add newer testimonials based on customer insight findings
Before/After Image Scroll: Update before/after section to be more engaging
Inspiration Gallery: Utilize Air content to create a new gallery
FAQ: Add FAQ to the bottom of page
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Short-form video ads with clear CTA
Why: Quick consumption makes viewers more likely to watch an advertisement to the CTA.
What: 25-45 second video ads with simplified on-screen messaging.
Implementation: Create 2-4 video ads monthly starting in Feb 2025
Product explanation through video
Why: Demonstrate FMM benefits through previously tested winning angles from Creative Analysis
What: Animated slider before-and-after, How-to videdos.
Implementation: Angles used for the 2-4 video ads per month starting Feb 2025
Use of testimonials in ads and ad copy
Why: Highlight customer satisfaction in multiple places so it won’t be missed
What: New reviews/angles based on customer analysis
Implementation: Update ending reel and choose reviews for ad copy, possibly utilize ad comments and DMs
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Video
Why: Create a more engaging landing page, helps explain the product in a more visual way, UGC supports social proof
What: Firework, utilizing videos from Air
Implementation: Switch static images to video, add video “feed”
Explain Product Better
Why: Answer all questions customers might have, Make it clear how the product will benefit the customer
What: Benefits instead of value props, clear and concise “how to” sections, before/after
Implementation: Update copy (especially headline), update “before/after” section, add copy line above product scroll, FAQ, new inspo gallery
Update and Reinforce Reviews
Why: Importance of social proof, speak to new angles
What: New reviews/angles based on customer analysis
Implementation: Update testimonial scroll, reinforce # of 5-star reviews throughout page