Daniel Roberts
Accomplished copywriter with extensive experience overseeing and creating copy guidelines, branding initiatives, and seasonal campaigns. Expertise in digital, UI/UX, and web.
"Simplicity is the ultimate sophistication"
Brand Creative Digital UX Copywriter
8+ years of experience defending the brand and voice of Kohl's on a team of senior designers and art directors.
Social Media Content Creation
4+ years of creating blog content and social media strategy, as well as active community engagement across social media for Carsforsale.com and Kohl's.
Sales Literature & Press Releases
2+ years as copywriter for America's largest digital LED sign manufacturer on projects with the Dallas Cowboys, Atlanta Falcons, and LAX airport.
Web: Educational Product Guides
Objective: Highlight Kohl's as the leader in retail, having a wide product range for customers, and converting sales to Kohls.com.
Solution: Create SEO-optimized product pages for over 40 product categories that educate customers on topics like sizing and other how-to topics of information customers look for in the buying process.
Results: Customers visiting these new category guides had a 9.2% click-through acquisition rate after visiting an individual product page. Typically, customers coming from an outside link into Kohls.com have a 6.3% sales conversion rate. Therefore, these product pages resulted in a 46% increase in sales conversion rate after visiting a guide. This amounted to a sales increase of $4.3M in FY2023 alone.
Email: Onboarding & Landing Page
Kohl's has a longstanding in-house credit card. A new Visa-branded credit card could now be used for everyday purchases to help increase customers' earning potential for Kohl's Cash. This new experience was a delicate task, as this rollout was a forced migration to existing customers.
Objective: Excite customers about the new card offering with a series of onboarding emails and a landing page that helps eliminate concerns about potential impact on their credit score and provides value statements that promote card usage.
Solution: Crafted a series of 11 emails that focused heavily on the added value with new unlimited earning potential for Kohl's Cash. These emails required customers to re-opt into many of their existing disclosure agreements and create a new login on the CapitalOne platform.
Result: Through extensive research and partnering with various internal teams, the email sequence reduced negative sentiment by 43% from initial testing. This strategy was altered for the 2nd wave and reduced negative customer sentiment by an additional 22%. Overall, this created a 94% opt-in rate, which was significantly higher than anticipated.
App: Onboarding Sequence
Objective: Familiarize new downloaders with the Kohl's universe of in-app shopping tools, and ensure they use a shopping profile.
Solution: Created a sense of "FOMO" on spectacular sales and discount offers by not opting into marketing and push notifications.
Result: The new opt-in rate for push notifications increased by double digits.
Old Customer Help Center
- Outdated design
- Contained old customer flows that guided them to broken or dead-end experiences
- Used corporate terminology that was unfamiliar to many customers
- Contained over 300+ pages of self help for extremely specific issues
New Customer Help Center
- Intuitive design to guide customers to their specific issue within the site
- Updated flows to match existing experiences and created a system to update screenshots when needed.
- Refreshed language to use universal terms that would be more familiar to customers.
- Streamlined topic offerings to focus on the most popular issues and reduced them to only 130 pages that covered every possible customer service issue.
I've had the pleasure of working with Dan Roberts and have been continually impressed by the dedication and expertise displayed by the team. Their professionalism and clear communication create a seamless partnership, and I can confidently say that their quality of work sets a high standard.
Kait H. - Director, Customer Communications @ Santander Bank
Dan Roberts has exceeded my expectations with their exceptional service and attention to detail. The team's commitment to delivering exceptional results is truly commendable. It's rare to find such a combination of professionalism and warmth, and I have genuinely enjoyed working with them. I will...
Chris Herrmann - Senior Art Director @ Kohl's
"Dan Roberts is an exceptional copywriter. His empathy for people and talent for crafting engaging stories help bring ideas to life. He has a unique knack for connecting with audiences. Collaborating with him is a pleasure—his friendly demeanor and fresh perspectives enhance every project. If you want to elevate your brand with impactful words, Dan is an excellent choice."
David Waggoner - Creative Director @ Kohl's
