Seasonal campaigns are a window. They open fast, close fast, and if the page isn't built to perform the moment traffic hits, the opportunity is gone. For Bark's Halloween landing page, I set out to build something that didn't just look the part, but also had the data behind it to back up every design decision. The project was ultimately canceled before launch, but not before the work proved its case.
Bark's previous holiday specials were leaving conversions on the table. Seasonal promotions were driving traffic, but the pages weren't turning that traffic into subscribers at the rate they should have been. The user journey had friction, the visual experience wasn't pulling its weight, and accessibility and performance gaps were quietly costing them on every device and connection speed. Good promotion, underperforming destination.
Design a landing page that treated the holiday window like the high-stakes opportunity it actually is. That meant streamlining the user journey from first impression to sign-up, creating a visual experience that matched the energy of the promotion, and hitting strong benchmarks across page speed, accessibility, and mobile performance. Every element needed a reason to be there, and that reason needed to point toward conversion.
The final page went through extensive user testing and came out with strong scores across speed and accessibility; the kind of numbers that don't lie. The data made a clear case: if this page had launched, it would have been one of Bark's best-performing holiday campaign to date. The project was canceled before it ever got the chance to prove that in the wild, which is the kind of ending that stings a little. But the work holds up, and the process behind it holds up even more.
