Websites
Adobe Homepage
Old headline: Anywhere your imagination takes you.
New headline: Begin your Creative Cloud journey today.
The previous headline for Adobe Creative Cloud was underperforming on the homepage. I was asked to test out a new one that would bring in more traffic. Since this was on the homepage, I wanted the copy to be more open and inviting while using more actionable words like “Begin” and “today.”
Test results: +$1.93M QARR impact, +14% CTR, and +5.1% CVR.
Old headline: Your playground for creativity.
New headline: Give your team a creative edge.
Similar to the previous test, we wanted to test out a new headline on the homepage, but this time for Creative Cloud for Teams. Since this would need to appeal to small to medium-sized businesses, I wanted the messaging to explain why a business would want this product. Ultimately, I landed on how Creative Cloud for Teams offers a creative edge over the competition.
Test results: +$892K QARR impact, +6% CTR, +43% CVR
Promos
From Black Friday to Back to School, I worked alongside the merch team to build out and write promotions across the Adobe website featuring the latest deals.
Firefly release
With a team of writers, we were tasked with developing the messaging framework for one of the largest releases for Adobe Firefly, which included several new features.
This meant updating the Firefly page with entirely new copy that would be engaging to creative professionals.
Generative Extend release
For the release of Generative Extend—a new, exciting feature that uses generative AI to extend clips, my team and I made updates to the Premiere Pro page by strategically adding a new blade below the marquee to send people to a landing page that explored the new updates.
