Final Draft
Client
Website & Marketing Design
Services
Final Draft is an industry-leading software for writing and formatting screenplays and is used by writers of all levels, from beginners to well-known figures in Hollywood. The Final Draft team was planning a surprise drop for the latest version of their screenwriting software, Final Draft 12. They asked Groove to plan and execute an email marketing campaign and to redesign key pages of their website to match the updated style guide. HIGHLIGHTS +108% Revenue
Enticing new customers and encouraging existing ones
The update was a significant milestone for their team—Final Draft 12 offers unprecedented flexibility to accommodate various work styles, and they wanted to communicate these major improvements to broaden their user base. Aiming for a release date on April 2021, their team sought to create an engaging new website. They wanted to showcase their screenwriting and educational resources front and center to inspire and guide the next generation of storytellers.
A bold solution
To achieve the desired outcome, we took a bold step and revamped the design of their homepage and product pages to capture attention while staying true to their brand guidelines. A darker background was implemented for a sleeker aesthetic, and to make their primary green color stand out more as the main call-to-action (CTA). Testimonials from high-profile screenwriters in Hollywood who use Final Draft were also included to instill trust and attach legitimacy to the brand, as well as to serve as inspiration for aspiring screenwriters. In addition to the website redesign, we crafted custom emails that aligned with the updated website’s visual style and employed A/B testing to determine which versions generated higher open and click-through rates.
Measurable results
Our plan worked! With the combination of the redesigned key pages and a strategic email marketing campaign, Final Draft saw an impressive jump in upgrades and new customer engagement (108% increase in revenue!). Moreover, site traffic and leads increased significantly after the release of Final Draft 12.
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