Our product and design team reimagined the Purple Carrot marketing website home page in the spring of 2025. The goal was to increase conversion by refreshing imagery, addressing user goals, and improving product discoverability.
Redesigning the page to focus on primary acquisition drivers of health and convenience increased scroll depth and menu engagement.
Key themes from 2024 customer research informed the primary content sections including strong interest in high protein, dietary filters, and shopping before subscribing.
Because research suggested a strong interest in shopping by dietary preference or goal, I added a section above the fold for discovering products by health or convenience goal.