As the Head of Copy, I owned all copy and brand positioning for the Chegg Study rebrand initiative.
Challenge
Needed to revitalize Chegg's Study landing page, which had become outdated and was underperforming in terms of user engagement and conversions.
My work began with in-depth market research to understand our target audience. I then developed an updated brand voice and crafted compelling headlines and copy that clearly communicated Chegg Study's benefits. Working closely with UX designers, I ensured copy and design elements were in harmony. In conjunction with our research team, we did A/B testing to optimize messaging. Additionally, I created a comprehensive style guide for brand consistency and presented our impactful results to senior management.
Role
Goals
# 1
Modernize the visual design to align with current web trends and user expectations
# 2
Clarify the value proposition of Chegg Study to potential subscribers
# 3
Enhance brand perception among college students
# 4
Increase conversion rates by at least 20% within the first quarter post-launch
Results
The rebrand initiative exceeded our initial expectations:
Conversion rates surged by 30%, surpassing our target of 20%
Chegg's Net Promoter Score (NPS) doubled, indicating a significant improvement in customer satisfaction and likelihood to recommend
User engagement metrics showed a 45% increase in time spent on the landing page
The bounce rate decreased by 25%, suggesting improved relevance and appeal of the content
