Meetup
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Case Study
Meetup directed its marketing efforts towards acquiring organizers, the primary contributors to revenue within the Meetup ecosystem. As a designer on the marketing team, my role involved creating and developing landing pages aimed at guiding potential organizers to become customers.
The continuous implementation of A/B tests allowed us to identify the most effective layout, resulting in an impressive 24% conversion rate, with peak conversions reaching 34%. These landing pages played a pivotal role as touchpoints throughout the customer journey, with traffic generated through SEM campaigns, emails, display advertising, and paid social media.
In addition to organizer acquisition, Meetup introduced a new feature, Meetup+, which contributed to increased revenue for the company. Specifically designed landing pages and funnels were created to promote and support this new feature.
Designed Landing Pages
Traffic Drivers
Traffic to these landing pages was generated through a combination of display banners, social ads, emails, and search campaigns. As the designer, my responsibility included crafting impactful social and display banners, particularly for retargeting purposes, aiming to effectively encourage users to revisit our landing pages. Presented below are several examples of the creative assets produced for this purpose.
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Landing Page Videos
The most significant impact on the Meetup platform occurred during New Year's. In the months leading up, we engaged with organizers, attending and filming their Meetup events. Following the filming process, I undertook the editing and production tasks to create a New Year video. These video were featured prominently on the landing pages, serving as a dynamic and engaging highlight of the vibrant Meetup communities.