Yes Theory

5 million YouTube subscribers and counting.

A web case study.

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Record Breaking

Medium Budget

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WordPress + Shopify

Yes Theory is a group of content creators that have a knack for saying 'yes' to uncomfortable situations.

They asked us to create a creative and engaging landing page for their newest documentary that was set to release soon.

And just like them, we have a tendency to say yes.

What they wanted, and how we did it:

Yes Theory's vision for their landing page started as a conversation that soon found its way onto the drawing board: the larger than life examples & the passion with which they exuded; it made us happy to get started.

They wanted their fans and subscribers to be able to pay what they wanted for their new documentary, they wanted to display the average amount for their documentary somewhere on their landing page, and they wanted to alert all their users at once.

So we said, "Absolutely."

We first honed in on the demographic. Who was going to this site? 

The answer? Mobile users.

Over 90% of Yes Theory's fans and subscribers use their phones - and only their phones.

What does this mean? 

The content that we design needs to be catered towards those that use their phone.

This doesn't mean disregard every other user, it just means we needed to focus more on mobile. So we did.

Sketching, designing, and developing.

With mobile consideration a priority, the sketches and wireframes all strained the importance of having the average price container visible upon load, along with the ability to purchase the said item in the forefront of the user's view.

Eventually this turned into a live working model.

Using WordPress, we quickly added the model to the site for remote-presentation.

With a few suggestions and critiques, we started developing the site the way it needed to be developed.

... When the project began, Yes Theory had mentioned something about Gumroad - a 3rd party application they wanted to use that allowed them to sell their documentary, and also allowed them to select a pricing model they wanted: the ability to have the customers choose what they wanted to pay.

We loved the idea and began to add it into the site, replacing the placeholder that was there.

With some CSS changes we were able to display all the items in the fashion we needed to. The purchase button was within the view-port upon load, the video was able to be previewed, and payments could actually be accepted.

Using Gumroad's API, we then wrote a cURL function that allowed us to take the total amount of sales, divided by the total amount of customers, and then displayed that data in the average price container (taking into account the volume of customers that was about to come).

When launch was ready, we were gonna crush it.

WordPress, Gumroad... and Shopify?

Starting out, the site was originally published to WordPress.

A countdown timer was put in place of the Gumroad overlay, along with a form so customers could subscribe to SMS notifications for the launch.

With about a week left, we were going over the numbers of the expected traffic and we realized that the sudden surge of users would render this shared-hosting plan useless.

The amount of traffic that was on it's way required something a little beefier...

So we turned to Shopify.

With a the free trial version we were able to port the landing page and use the amazing hosting that Shopify offered. There, we loaded up the finalized landing page and we prepared for the launch.

As the counter dwindled and finally reached zero, we placed a redirect on the aforementioned page sitting on WordPress and pointed it towards the live Shopify site.

Within minutes the WordPress site began to stutter, and the average price container began to wobble back and forth.

When it rains it pours.

Rather quickly, and intensely, did the first 15,000 sales come in.

The charts tracking the statistics of various metrics kept pulsing up and down.

Another 45,000 customers were on their way within the next little bit - we had to wait for them to get out of work.

When the site launched, the SMS form that thousands of customers had signed up earlier for finally triggered. With the simultaneous turn of two keys, those in the Yes Theory control center notified their fans, subscribers, and the world that their documentary had launched.

Within the following 96 hours, Yes Theory had broken some records.

Hundreds of thousands of dollars in sales, Gumroad's metric software breaking down, a successful launch in new territory - all things to be proud of.

Using Wilder Designs and DIDIN partner technology, we helped drive customers to the hands of Yes Theory.

We can also help you, too.