Context
After selling $5M in pre-orders and being featured in TechCrunch, CNN, CBS, Forbes, Gizmodo, BBC for their revolutionary Pilot Translating Earpiece, Waverly Labs needed a new website that could accurately reflect their mission statement to interested folks visiting their website.
Brief
Waverly Labs realized their website didn't serve the full spectrum of their products anymore. The previous landing page was focused on their primary Pilot headphones. However, given the YTD growth of the company and plans to launch a new product, Ambassador, we needed to redesign the landing page to educate site visitors on their various product offerings and guide them to gain knowledge about their technology.
The previous website emphasized their viral IndieGoGo campaign but didn't serve the function of informing the customer beyond that. This led to a mass influx of aggravated customers who flooded their social media accounts with product inquiries and shipping notifications for their pre-orders.

Goals
The Waverly Labs website is often a customer's first experience or interaction with the brand. It's a chance to build trust, introduce our brand, voice, and product. It is where we captured leads or directed traffic to a more detailed product landing page. Our goals were to:
1. Showcase the full Waverly Labs product offering as a system of technology built for living life free from language barriers, not just the Pilot headphones they went viral for
2. Decrease inquiries to Waverly Labs social media and support email
3. Reduce product confusion
4. Increase sales of the Waverly Labs Pilot
Approach
We had two different approaches for the landing page design we wanted to test: one landing page that focused on driving pre-sales and one rich in content about the technology behind the Pilot's features.
The first design was colorful and aimed to incite excitement and engagement in our audience. It also focused more on targeting users to convert them into customers by featuring a large testimonials section.