—%
PDP CVR (TBD)
—%
Repeat Rate (TBD)
—
Parent-Voice Shift
The Challenge
Baby-product copy identical to every other baby brand — specs and warmth.
Trulittle's category is saturated with the same story — soft materials, gentle claims, and interchangeable warmth. Every brand is talking to the baby. Nobody is talking to the exhausted parent whose real purchase is a little less worry at 2am.
Strategic Insight
"New parents buy peace of mind for themselves, not just comfort for the baby."
My Contribution
01Parental-Emotion Positioning
02Site Narrative & IA
03PDP Rewrite
04Testimonial-Led Structure
The Shift
Before
Baby-Comfort Copy
→
After
Parental Peace of Mind
The Results
—%
PDP CVR (TBD)
—%
Repeat Rate (TBD)
—
Parent-Voice Shift