CarbonInvoice
Host Corporate Planting Action Day
From an experiment in Notion to a live landing page on the marketing website, we created a lead generator landing page to get SMEs to host their own Planting Action Day with their team or clients.
Problem
We aren't communicating the planting action days side of our value proposition, which causes our customers and prospects not to know that those services exist.
Solution
Build a landing page that can capture leads for Planting Action Days attendees or hosts.
Context
Planting Action Days are events in which people from any business can spend a morning planting native seedlings in restoration projects.
In 2024 CarbonInvoice hosted 4 Community Planting Action Days in Auckland, Christchurch, Hawke's Bay and Wellington as a proof of concept. The events were so successful that multiple customers were either asking for more community days in 2025 or even the opportunity to have their own day.
Process
There were 3 stages we went through to build the Planting Action Days.
01
Run experiment to understand demand
To understand the demand, we ran an experiment using Notion sites and Notion forms. The landing page was designed to capture interest by filling up the form.
02
Analyse experiment, design and implement the landing pages
Once we understood the demand (spoiler alert: there was), I used the learnings to design and implement the landing page.
03
Analyse results and update the landing pages
After running the Community Days and some Corporate events, we reflected on the results and updated the landing pages accordingly.
Experiment:
Landing Page Structure
We identified two types of events: Community or Corporate event. In order to capture the demand around them, the Growth Hacker set up a page structure that I then built in a Notion Page.
Experiment:
Results & insights
After having the Notion page up for 3 weeks and promoting it in the December Newsletter, 6 LinkedIn posts, we had some responses come in. It gave us the following insights:
Demand for community days is higher than for a private event.
Higher demand for Auckland and Wellington Locations.
Ideation
& Wireframes
Due to the higher demand for Community days, it was decided to move forward with a day for Auckland, Christchurch, and Wellington.
In order to promote the community days and the individual days, I designed 2 different landing pages: Join a Planting Action Day and a Host a corporate event
Landing Page targeted for people who want to attend a community day
Landing Page targeted for people who want to host a corporate event
Hi-Fi Prototypes v1,
results & path forward
Both pages were up until the Community Days were finished. We just let them run and allow Microsoft Clarity to gather insights on user behaviour.
The biggest decision made was to drop the community events due to logistics. The days were successful, but ultimately not the right direction for the business. This meant that my focus from now on went to the Host Corporate Events page.
Started with the "Register interest" CTA, which was then changed to "Buy tickets" when the tickets were live. I used the lu.ma integration to implement the ticket sales process.
CTA still connected to the Notion form. Expressions of interest went up from 2 to 9.
Analysis results
I reviewed the current Host Corporate Day landing page and some important insights were identified.
Visitors spent a big chunk of time reading details about hosting their own day.
This is a crucial step, as users need to understand the process, but not users aren't spending a lot of time reading the information. We were showcasing 7 steps, it sounds too difficult when it's a very simple process.
Visitors were looking at specific questions – pricing, trees being planted and why the events were happening.
Final updates
After reviewing customer behaviour, as well as looking back at the sales process, we put together a list of additional requirements that include all the information visitors need in order to book a Corporate Planting Action Day.
Final Prototypes
With the learnings from observing user behaviour and after a few rounds of feedback to get the messaging right we landing on a version that communicates the value proposition to potential hosts.
Team or client event
Businesses were mostly interested in team building or an event with their own clients.
Visual social proof
With a few corporate days under our belt already, we linked the videos recorded during their respective day as proof the concept works.
How it works steps reduced from 7 to 3
It is important to showcase how simple the process is, so the process was simplified. We also added the pricing to this section, so users can have a rough idea of how much an event costs.
Booking form – ActiveCampaign integration
ActiveCampaign form embedded into the landing page to capture leads. Visitors no longer have to leave the website to fill up a form.
Outcomes
& metrics
Here are some general metrics after the project was completed – both about the Planting Action Days and
leads captured after the last version of the landing page was published
2 leads captured using the ActiveCampaign form on the landing page
With a few corporate days under our belt already, we linked the videos recorded during their respective day as proof the concept works.
9 Corporate Days booked lead to >200 leads
So far we've co-hosted 5 days and 4 more are lined up. Sign ups are still happening, so this number is likely to increase.
2 community days, ~41 attendees, but not all are leads
A lot of the attendees were customers and community members. It was a good day to uphold our promise to customers, but there weren't many potential leads
Post-launch updates
& additions
We're constantly working on the website's SEO and one thing that we identified we could to to help with it long-term, some recap pages.
I updated the Planting Action Days CMS Collection to support recap pages. They have a simple layout usingRich text and are very scalable.
Collection page
A page that showcases all the Planting Action Days that have happened and will happen in the future.
Visit collection
Co-host is a customer
Customer recaps include an extra button to their Positive Profile.
Visit recap page
Co-host is a prospect
When the Planting Action Day is not a customer, the Positive Profile automatically hides.
Visit recap page