Case Study: Leading the Creative Strategy for The Home Depot’s Delivery Capabilities Page

As the creative lead on a high-impact project for The Home Depot, I was tasked with designing and launching a new landing page for homedepot.com, which served as the digital hub for a $16M campaign promoting The Home Depot’s delivery services. The challenge was to develop a mobile-first page that seamlessly utilized design modules in the company’s existing CMS while meeting aggressive deadlines and optimizing for customer engagement.

The Goal: Redefining Delivery Options for Diverse Audiences

The first step was to define the goals for this landing page. It was essential to accommodate both B2B and B2C customers, ensuring that delivery options were easily accessible and well-organized. The existing delivery pages lacked an intuitive structure, so my intent was to merchandise product categories by delivery options, such as same-day, next-day, and extended delivery options. This would simplify the decision-making process for customers, streamlining their journey from product selection to checkout.

Researching the Customer Journey

Understanding the customer journey was critical to this project. I led the effort in researching how customers—both business and consumer—interact with delivery services on the site. This research informed our decisions on how best to present delivery options in a way that was easy to navigate and compelling for users. I collaborated with cross-functional teams, including audience marketing, SEO specialists, copywriters, and creative designers, to ensure the page delivered the right message while meeting key performance objectives.

Building for Mobile-First in a Complex CMS

The challenge of working within The Home Depot’s CMS system was significant. While we had certain creative and functional constraints, it was crucial to optimize the design for mobile users, as mobile traffic accounted for a large portion of The Home Depot’s customer base. Every element of the page, from copy to design, was created with mobile usability in mind, ensuring a smooth and accessible experience for users on all devices.

Collaborative Approach and Tight Deadlines

The tight timeline demanded clear communication and efficient collaboration. I organized and led discussions with all the relevant stakeholders, keeping everyone aligned on the vision and progress of the project. We were constantly reviewing data to refine our approach, ensuring that the final design not only met The Home Depot’s brand standards but also maximized conversion rates and engagement metrics.

A Successful Launch

The page launched on time, and early results have shown it to be significantly more successful than previous delivery-related pages. By focusing on the customer journey and product merchandising based on delivery capabilities, we created a more intuitive and user-friendly experience that better meets the needs of both B2B and B2C customers. The project has since served as a model for future delivery-focused initiatives at The Home Depot.

Initial Site Metrics

Since the soft launch (20 days), the new delivery page has picked up 100+ previously unranked non-branded keywords in page rankings. The page soft launched on September 5th, and the promotion did not start until September 20th. Updated metrics will follow in 30-60 days.

• Newly ranked queries related to appliances such as refrigerators, washers, and dryers, and dishwashers are the main drivers of growth.
• The average keyword position for non-branded keywords has improved, moving from an average position of 33 to 9.
• The average CTR for non-branded keywords has improved from an average CTR of 44% to 61%.

Examples of newly ranked keywords related to brand value:

• appliance delivery (720 monthly searches; from unranked to #3 on Page 1 of search results).
• christmas tree delivery (2,900 monthly searches; from unranked to #10 on Page 1).
• same day refrigerator delivery (1,300 monthly searches; from unranked to #12 on Page 2).

More notable gains include ranked positions for highly competitive and highly searched general delivery-related queries, such as:

• delivery services (27,100 monthly searches; from unranked to #13 on Page 2).
• same day delivery (22,200 monthly searches; improved +15 positions to Page 3).
• delivery (201,000 monthly searches; from unranked to Page 4).