How I'd grow Boxd

September 16, 2020

Boxd sells curated packages of work-from-home equipment that will make your work space optimal for both mental and physical health.

There are currently 4 different packages modeled after multiple personas: the student, the educator, the analyst, and the executive.

Data says the majority of new visitors take a look at the homepage and if they aren’t hooked, they’ll drop off without further scrolling.

So, like every other site, Boxd has a few seconds to make me understand what exactly their product is, and explain why I should buy it.

A big objection appears in my mind as soon as I land on the site: can’t I buy this stuff myself on Amazon?

The answer should be a core part of Boxd USP: they spent hours testing products and selecting the best ones for you, so you don’t have to waste time on research.

So I think Boxd has good potential for improvement here.

First, I’d change the header to explain what’s in it for customers. Why should I buy Boxd?

Then, I’d add a subheader to explain how it works. What exactly is Boxd?

The collection page shows how small changes can make big UX differences. Right now, it’s very hard to understand the difference between packages.

It’d be easier if additional products’ names and descriptions in the next package were in a different text color.

The product page has to have all the key elements to make a decision. The last thing you want is to make people go google the answers to their questions.

Elements like shipping costs, return policy, etc. should be clearly visible on the page where money exchanges hands.

Boxd is new and gets little traffic, so they need to maximize it and improve the conversion rate.

I’d say that, for a product like this, an unboxing video that showcases customer experiences and clarifies which products they’d get would really help.

In my opinion, the idea of selling not only B2C but also B2B is a great potential opportunity.

I can easily imagine Boxd offering a special deal on welcome kits for new hires. This would unlock recurring revenue, and they wouldn’t have to rely on one-off purchases.

To get companies onboard, I’d start by researching small/medium-sized startups that are remote-first or have a lot of remote workers.

To find them, I’d look for job aggregator websites, go through the offers, make a list of all the companies, and start emailing them.

Moving back to B2C, an important consideration is that people aren’t aware of its existence, so they don’t actively look for it.

This means that Boxd’s short to medium-term marketing strategy will need to prioritize social over search.

Which network should they use? Their audience aren’t people regularly WFH-ing - they already have the gear.

Their audience is regular people, students, and workers who were caught off guard by the pandemic. It isn’t a well-defined niche, so FB & IG are the best choice.

Partnerships with micro influencers could get the ball rolling since Boxd doesn’t have an audience on the platforms yet.

Influencers just above 10k followers can post links in Stories but will often work in exchange for free products. They’re perfect for small, new brands.

Pro tip: finding good influencers is difficult. A lot of them fake their numbers and engagement through the so-called “comment pods.”

Scroll through the comments and look at the profiles. If they’re all other influencers (not regular people), something is off.

Boxd got best results from press mentions. However, the results die off after a few days. They need to extend that success.

I’d use paid ads to promote articles to new audiences. They do live on the newspapers’ sites, but they link to Boxd and carry a lot of social proof.

Later, this will allow them to create a custom audience of quality visitors by time spent on site, and retarget them with a compelling offer.

Once sales and data start rolling in, I’d create multiple lookalike audiences to scale as much as possible.

Learn marketing from case studies

Every month I pick a new website and write a marketing case study explaining exactly how I’d grow it