Hims
Multi Category Landing Pages
This campaign aimed to reach potential users who were not already being targeted by our previous efforts. I was responsible for the design and development of these new campaign pages that aimed to increase brand awareness.
View pageRole: Design engineer
Project type: Landing page
Project overview
Historically, Hims' digital ads were category-specific, targeting users with ads for a single line of care such as erectile dysfunction, hair regrowth, or anxiety. This campaign aimed to reach potential users who were not already being targeted by our previous efforts.
Campaign strategy
This campaign's targeting strategy differed from previous ones. Since the goal was to attract new users, there was no retargeting involved. Instead, we launched a series of campaigns targeting users based on geographical region and general interests such as sports, investing, and health.
Given the broad targeting, this campaign also served as an awareness initiative to reach new markets and educate potential users about the various treatments Hims offers. The user journey began with a generic quiz page that directed them to a landing page tailored to their selected interest.
Landing page design
Our data suggested that providing too much information on landing pages could be overwhelming, especially for users with lower intent. Therefore, these landing pages were designed to be clear, concise, and to quickly convey our value proposition, commonly prescribed treatments, and what to expect from Hims.
The visual design focused on simplicity. Through careful imagery selection, streamlined sections, and a clear information hierarchy, I created a series of clean, brand-centric, and easy-to-digest pages. Initially, the quiz featured three questions, but early data led us to pivot to a single-question format, which then directed users immediately to the relevant landing page.
Results and insights
Measuring the success of a new approach can be challenging without a clear control page(s) for comparison. However, the key takeaway from this test was that category-specific landing pages perform better at the top of the funnel when paired with category-specific ads. While this campaign didn't achieve extraordinary results, it was successful in that 90% of the visitors reached were new to Hims. This exposure significantly expanded our audience.
