Overview
In this case study, I was tasked with addressing a key issue on the B2S website, where users were not utilizing available coupons, leading to missed opportunities for increasing sales. The project aimed to identify the root cause of this behavior and develop an effective solution to encourage coupon usage.
Through thorough research, including user behavior tracking, surveys, and interviews with the Customer Support team, I uncovered that the primary reasons for this issue were users’ confusion regarding coupon eligibility and the lack of clarity on where and how to use the coupon codes.
To solve this problem, I collaborated with the UX Manager and Marketing team to create a solution that involved redesigning the Product Detail Page (PDP) and checkout page. The changes included adding clear information about the coupon, its terms, and the applicable products, both on the product pages and during the checkout process.
After developing mockups and running A/B testing, the results showed a 70% increase in coupon usage and a significant boost in sales. The solution was successfully implemented, enhancing the overall user experience and contributing to the success of future promotions.
This project demonstrates the power of user-centered design and collaboration in solving complex issues that directly impact business outcomes.
Problem Problem Definition
Key Problem:
The main problem identified was that users did not utilize the available coupons in the B2S campaign. After analyzing user behavior, the key issues were:
- Users did not understand which products were eligible for the coupon.
- Users were unsure of which coupon code to use and what the conditions were.
- Many users dropped off from the Product Detail Page (PDP) and the checkout page due to confusion regarding the coupon usage.
These issues led to the failure of the coupon campaign in encouraging customers to use the coupons as intended.
Research and Analysis
To identify and better understand the issues, the following research methods were conducted:
- User Behavior Tracking: Analyzed the behavior of 120 users interacting with the website.
- Survey: Distributed a random survey to approximately 50 users to gather insights into their experiences and pain points.
- Customer Support Interviews: Discussions with the CS team to understand common issues faced by customers during the purchase process.
The findings revealed that most users were confused about how and where to use the coupons, resulting in a significant drop-off during the purchasing process.
Proposed Solution
After analyzing the data, brainstorming sessions with the UX Manager and Marketing team were held to explore possible solutions. The proposed solution was:
- Coupon Display: Add clear coupon information and the applicable coupon code on the PDP and checkout pages.
- Conditions and Eligibility: Clearly display the products eligible for the coupon and the specific conditions of use directly on the PDP and checkout page to reduce confusion.
This approach aimed to make the coupon usage more accessible and understandable for users, increasing the likelihood that they would use the coupon before checkout.
Persona
User Journey
Implementation Process
Design Phase:
- Created mockups that displayed the coupon code and eligibility information directly on the PDP and checkout page.
Testing Phase:
- Conducted A/B testing with a 50:50 split to evaluate the impact of the proposed changes.
- Tracked user engagement with the coupon information and monitored the conversion rates to assess the effectiveness of the changes.
Results and Impact
The A/B testing results showed a positive outcome:
- Increased Engagement: Users were more interested in coupon information, leading to a 70% increase in coupon usage.
- Improved Sales: The number of transactions completed with coupons also increased, contributing to higher overall sales for the campaign.
Based on these results, the solution was successfully implemented, and the coupon system became a more effective tool in driving sales.
Conclusion and Future Recommendations
This project highlights the importance of clear communication and transparency in promoting coupon usage. The adjustments to the PDP and checkout pages made the process easier for users, resulting in higher engagement and improved sales. Moving forward, further improvements could be made by expanding this solution to other promotions and continuously testing and optimizing the user experience for better results.
