Tentree

Before
After

Why the Before Doesn't Work:

  • Generic Headline: “Your Faves = Our Faves” is vague and doesn’t emphasize the brand’s sustainability mission or unique value.
  • Minimal Context: The image alone doesn’t communicate any deeper story about the brand’s impact or values.
  • Weak CTAs: “Shop Women’s” and “Shop Men’s” lack inspiration or connection to the brand’s purpose.
  • No Credibility or Transparency: The page doesn’t include any proof or details about the brand’s efforts, such as sustainability or media mentions.

Why the After Work:

  • Purpose-Driven Headline: “Wear the change” ties fashion to sustainability, highlighting both the brand’s mission and the customer’s role in supporting it.
  • Trust Indicators: The Trustpilot rating and media mentions from credible outlets (e.g., Wired, The Guardian) instantly establish trust and authority.
  • Mission-Driven Transparency: Metrics like water saved and CO2 reduction showcase the brand’s measurable impact, appealing to eco-conscious customers.
  • Engaging CTA: “Shop the Community’s Greatest Hits” is inclusive and connects users to what’s popular, making them feel part of the movement.
  • Stronger Visual Context: The updated imagery still feels personal but is paired with messaging that amplifies the story of sustainability.

Supporting Data

  • Mission-Driven Messaging Works: Brands that align with customer values see an average increase in loyalty by 71% (Harvard Business Review).
  • Transparency Converts: Showing measurable impact like water savings improves purchase likelihood by 26% (Nielsen).
  • Social Proof Drives Trust: Trust indicators like media mentions and reviews increase conversions by up to 34% (BigCommerce).
  • Purposeful CTAs Perform Better: CTAs tied to community or mission improve engagement by 22% (HubSpot).