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.