Drive Sign Ups
Drive rewards program interest @ high-volume online retailer
Cross-Functional Alignment | Research | Design | A/B Testing
+27% Acct Registrations | -0.3% Bounce | +3.5% RPV | Est. +24M/year
Challenge
Context: We needed to hit aggressive signup targets with limited dev support & HIGH leadership visibility.
Goal: Turn cold traffic into conversions through clear customer benefits on their journey.
Process
Facilitation: Looked end-to-end, created a map of the current state for review with cross-functional partners: product, design, business, engineering and research.
Teams walked away with a clear understanding of the opportunity after aligning on:
Problem: Customers don’t know the value of signing up. We only emphasis value during checkout and, by then, that’s too late.
Solution: Help customers understand quickly. Tell them about the offer. Make it simple.
Ideas Ranked: We collected the ideas, identifying quick and valuable opportunities.
Market Research: After alignment with partners, I researched ways that other retailers make benefits clear. Then, figuring out which ideas might benefit our situation.
Solution
I explored different concepts, worked with Research and identified how to test. By combining everything, we found a winning solution.
Key Features:
New account icon with notification badge (Mobile and Desktop)
On tap, a slider with clear summary of benefits
Plus, the integration of a juicy promotional offer
Outcome
+27% Increased registrations
-0.3% Bounce rate drop
+3.5% Increased revenue per visit
~$24M Projected increase in yearly revenue
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