MiracleGro® has become a household name for gardening and planting. In 2013, they wanted to use an infomercial (DRTV) to introduce their revolutionary new product, Groables Seed Pods. They created a kit that included 18 vegetables and 6 herbs to create an entire salad and herb garden in 3 simple steps.
The infomercial micro-site needed to incorporate all of the infomercial best practices like testimonials, embedded video of the spot, upsells, and a one page checkout. They asked DP250 to create a site that not only sold the product, but also supported the full cycle of the planting of the pods. We designed and implemented 2 sites - one to take orders and the other to educate and support the consumer once they received their kit.
DP250 successfully matched the look and offering that was presented to the consumer in the infomercial, while maintaining a quick and easy shopping experience. The selling season was short, and conversion rates were not immediately meeting their goals. After performing 3 Google A/B testing experiments on the landing page, we were able to determine that a long form selling page was the most effective. Conversion rates increased and the long form page was implemented as the main selling page for the site. The addition of the support site became a great tool for consumers to access how to videos, growth stage photos, recipes and much more.