Landing Page Case StudyPick Me, Human 🐾
How a playful, story-led landing page increased dog adoption leads by 500% .
The Stray Dog Foundation UAE had traffic, but not adoption enquiries. Their existing website relied on sad imagery and emotional appeal, which made visitors feel sympathy, but not confidence. People visited, then left. The Chief Volunteer came to Loon on the Moon (LOTM) looking for a solution that actually moved humans to act.
After auditing the site, we recommended a high-conversion landing page instead of another redesign. We flipped the story and wrote the page in the voice of the dogs - confident, witty, and honest - positioning adoption as a mutual choice. Only happy, personality-filled dogs were shown, and the campaign launched on a playful new domain: pickmehuman.com.
To capture and qualify leads, we built a 5-minute personality quiz to see if visitors could meet the dogs’ needs. Once completed, users received personalised emails with dog matches, photos, and links back to the foundation’s main site. Social proof was made prominent, copy was warm and transparent, and the adoption process was clearly explained.
The result was a 500% increase in qualified adoption leads. By removing guilt, building confidence, and turning adoption into a joyful, story-driven experience, the campaign helped the right humans connect with the right dogs, and proved that when you design for trust and conversion, good things follow. 🐶✨