Romin · Product marketing & experimentation
Product positioning & creative testing
I studied competing desk products, rewrote product descriptions around customer benefits, and tested advertising variations. I also worked with developers to prioritize customer feedback.
01 · The business question
Part time product marketing and strategy for desk products.
How can customer benefits and creative testing improve the way desk products are presented?
02 · My contribution
- Rewrote desk product descriptions to explain customer benefits more clearly, using competitor research to guide the message.
- Ran weekly comparisons across more than 50 advertising variations. Used engagement data in Excel to choose material for email, landing pages, and Instagram Stories.
- Worked with developers to prioritize customer feedback and support product updates within weeks.
03 · The finding
The reported catalog purchase rate increased by 15% in the first month after the product descriptions changed. This is a relative improvement. The original purchase rates are not available here.
Project overview
Connect product messaging with customer feedback
Product descriptions, creative testing, and feedback for product updates.
The reported 15% catalog conversion improvement is relative. The original baseline rates are not available here.
Romin / Creative testing
Engagement analysis in Excel
Messages selected for
- Landing pages
- Instagram Stories
Customer feedback also informed product discussions with developers.
04 · The decision
Use advertising engagement to choose messages for the next campaign. Bring customer feedback into discussions about which product changes to make next.
Example experiment brief05 · Work delivered
- Benefit focused product copy
- 50+ ad variations in weekly tests
- Excel engagement analysis
- Customer feedback roadmap input
Learning notes
Product language starts with the customer benefit.
- Competitor research can identify which benefits need a clearer explanation. The message still has to connect to what the product can deliver.
- Creative engagement and customer feedback serve different purposes: one informs message selection, while the other can raise a product priority.
A next questionUse the next creative test to isolate a clear message hypothesis, and review product feedback with development partners.
Terms explained
- A/B testing
- Comparing two versions of a message or experience to study which performs better.
- Relative improvement
- A change compared with the starting rate. For example, a 15% relative increase from 10% would reach 11.5%. Those numbers are an illustration, not this project’s baseline.
- Product roadmap
- A plan for which product changes to prioritize.
Context & measurement notes
A reported relative improvement in catalog conversion during the first month. The original baseline rates are not published here. Product updates were collaborative.
Related work samples
Check the method.
Separate examples with their source data and assumptions.