OVERVIEW

A recent acquisition was renamed and rebranded to Hotline, and was a standalone product in the Freshworks' suite. A few months later, the tool was rebuilt and launched as Freshchat under the Freshworks' suite of products. 

To align with the new buyer's journey, the business needed a brand new website showcasing the offering. 

HYPOTHESIS

Launching a website for the new product would group and funnel existing customers to upgrade or learn about the new product, and attract a different target group into the Freshworks' ecosystem. 

ESTIMATED BENEFIT

The renewed product offering changes the target market, tone of voice, messaging and positioning. Crafting web content that attracts a new customer persona and converts fast would make it easy to cross-sell or upsell to the existing customers too.

IMPLEMENTATION

As the UX Copywriter and Content Strategist, for Hotline and Freshchat, I aided in transitioning the product and its website end-to-end. The project took 6 months and I worked with marketing and design teams.

I researched key personas' language preferences, rewrote copy, workshopped with designers and presented solutions to cross-functional stakeholders. 

Actively advocated for a feeling-driven writing approach over feature-focused communication. Used data from the email automation software, recorded sign ups and email open rates for users who later converted. Gathered insights from analytics tools via heat maps, scroll tracking and Google Analytics to redefine the persona.

ReSULTS

Brought in sign ups that increased customers 3X over a four-month period

Scaled the product to $1M ARR in a record span of 7 months.