+39% CVR, Benefit-Led Creative at Scale
We took beautiful branded content and rebuilt it with creative strategy around what customers actually needed to see. Conversion followed.
Brand
Industry
Date
The Problem
Beautiful Creative. Low Conversion.
Hims came to Pattern with polished, brand-forward content, but it wasn't converting at the rate a brand of this scale deserved. The creative looked great, but wasn't built for the Amazon customer journey. Key product benefits were buried. Titles weren't benefit-led.
The Strategy
Data-driven Benefit Messaging Scaled Across the Catalog
I pulled high-performing keywords and image archetypes from Pattern's Data Insights platform and built them into a benefit-led content strategy that ensured every image, every headline, and every copy block led with what the consumer gains, not what the product is.
The framework was codified into a universal design template and scaled across their full catalog, including Image stacks, A+ content, and AI-generated imagery. Every creative asset was rebuilt to meet the customer where they were and give them a clear reason to convert.
The Result
16% → 22.4% CVR. All-time high conversion rate for the brand
A+ 39.6% total conversion rate lift since joining Pattern, driven entirely by creative strategy. A creative image update on June 10th pushed CVR to its highest-ever weekly rate, confirming that benefit-led creative compounds over time. No changes to ads, pricing, or inventory. Creative was the only lever.
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