Case Study

Redesigning the DiscountIF.com Landing Page to Increase Customer Conversion.

Project


DiscountIF.com had recently launched their new ‘Cashback Calculator’ that allowed customers to create personalised cashback offers by linking Amazon.co.uk Products with thousands of events. It was therefore decided to commence a design sprint to re-design the Homepage and push customers through to the new Cashback Calculator. This would prove vital for the business' success, in order to collect data and prove feasability for further upcoming funding rounds.


Project Name

DiscountIF Landing Page Redesign.

Date

January 2015.

Involvement

Product Design, User Research, Front-End Development.

Category

UX/UI, Illustration, Business Development, Analytics.


Process


The focus of the re-design was to increase conversion into the cashback calculator. Customers visiting the site were required to paste an Amazon.co.uk link into the page in order to begin building their cashback offers. Studying the user funnel a large number of visitors were dropping off the site before reaching the cashback calculator. It was important to find out why this was the case as well as what could be done to address and improve these issues. The process below provides a brief outline as to how the project was approached, using an agile framework:


1 - Research.

Conduct research to develop an understanding of the problems and your users.

2 - Define.

Combine all your research and observe where your users problems exist.

3 - Ideate.

Generate a range of crazy, creative ideas.

4 - Prototype.

Build tactile representations for a range of your ideas.

5 - Test.

Return to your users for feedback.

6 - Implement.

Put the vision into effect and further qualify results.

Research


DiscountIF.com had recently launched their new ‘Cashback Calculator’ that allowed customers to create personalised cashback offers by linking Amazon.co.uk Products with thousands of events. It was therefore decided to commence a design sprint to re-design the Homepage and push customers through to the new Cashback Calculator. This would prove vital for the business' success, in order to collect data and prove feasability for further upcoming funding rounds.


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Customer Funnel Analysis

The landing page was obviously the main page, aimed to direct customers into the cashback calculator to build their personalised cashback offers. By studying the customer funnel we could see how users were interacting at each stage of the process, where they were dropping off. Other research methods helped validate the reasons for this, including why the bounce rate was almost 80% on the original site.


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User Surveys

By reaching out to new and existing customers with SurveyMonkey, we were able to gain answers to legitimate questions we had about the site and build a better picture of the overall strategy. By tailoring the Survey to focus specifically on certain elements of the page, we were rapidly able to identify issues and possible improvements with the homepage, especially around the pyschology and user perception issues.


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Heatmaps

By studying heatmaps on the homepage we were able to see where users were interacting on the page. This showed that a large percentage of users were falling out of the funnel or visiting the FAQ's page, to obviously learn more about the platform. It also highlighted multiple other pain points for us to focus on and implement a solution to improve the overall UX.


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Screen Recordings

Utilising HotJar Screen Recording tool, we were able to record users browsing the site. This helped us locate pain points, study the user journey. Once we were able to build a picture of these problems alongside our other research methods we could look at addressing them.


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Exit Poll

Alongside our Happy Fox Chat tool, which allowed the CRM team to talk directly to customers, we installed a siple exit poll on the homepage. This asked new users to fill out a short survey, with their thoughts on the DiscountIF platform. It provided key insight and allowed us to buil on our user personas as well as providing genuine KPI's to improve upon with the redesign.


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On-Site Chat Support

In order to gather direct feedback, Happy Fox Chat was installed on the site. This would allow the customer support team to engage with customers directly. These conversations could then be categorised and issues then fed into the development road-map, along with any obvious issues and bugs identified and fixed. Although simple, sometimes the oldest methods are the best when it comes to improving the user experience.


Define.


By analysing the data gathered during the research stage we were able to further explore and define issues with the current landing page. The major issues we discovered and reasons as to why are outlined below:


Bounce Rate - From studying the conversion funnel using HotJar and Google Analytics, we found that more than 78% of visitors were dropping off at the very first stage, before they had even entered the casback calculator process. To determine the causes of this we employed further research methods, including customer interviews and exit polls to quantify the extremely high bounce rate. This high bounce rate, was preventing customers from proceeding to the next stage of the user funnel and resulting in the poor overall conversion rate.



Understanding the Model - Many customers felt they did not understand the platform enough to be fully confident to make a purchase through the site. Although many customers were interested, the net promoter score told us that not enough users could be considered engaged. By focusing on this net promoter score it was hoped the site could convert more engaged users to create their offers and provide valuable data for the company moving forward.



Customer Trust - Although the eCommerce space is widely known, combining it with the premise of making a bet did carry with it some preconceptions. During the research phase, talking to customers, it became apparent that this betting element was a limiting factor, along with the prospect of 'if it's too good to be true, then it probably is.' This line came up again and again when talking to users of the site. It was important to focus on this perception problem in order to improve the conversion of the site.



Ideate.


Through the research and define stage we had been able to clearly outline issues with the current landing page. The next stage was to iterate a variety of solutions to help combat these issues, which could then be measured through prototyping methods as well as later on with the launch of the re-designed homepage. By combining data driven design with User Centred Design principles, both key business metrics as well as customer needs and requirements could be satisfied with the re-design. Rapid prototyping and research tools meant that hypotheses could be quickly tested, knocked down or developed depending on feedback. Below shows a variety of improvements made to the homepage, as well as how these ideas were tested with existing customers and key stakeholders to ensure they improved the KPI’s.


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One of the (many) Sketch files created, showing numerous iterations and design stages of the homepage re-design.
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Ideation Sessions

Internal ideation sessions were carried out to brainstorm ideas and produce a feature requirements document. We could then build these ideas into the product roadmap.


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Customer Validation

To increase trust, customer testimonials and a 'previous offers' section were added to the site. By reaching out to existing customers we would be able to display previous offers to new customers. The option to create a similar offer (based around the same product) was also inserted into the site.


Test.


DiscountIF.com had recently launched their new ‘Cashback Calculator’ that allowed customers to create personalised cashback offers by linking Amazon.co.uk Products with thousands of events. It was therefore decided to commence a design sprint to re-design the Homepage and push customers through to the new Cashback Calculator. This would prove vital for the business' success, in order to collect data and prove feasability for further upcoming funding rounds.


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A/B Copy Tests

Using marketing principles we carried out simple A/B copy tests in order to determine the most efficient copy for the site. This was used to increase understanding of the DiscountIF process, thereby increasing users trust when using the site.


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Guerilla Testing

A large part of user testing was carried out using guerilla testing, due to the fast pace that came with testing new ideas alongside the mobile first approach. From these tests we were quickly able to gather user feedback to refine ideas and provide feedback to the wider product team.


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User Surveys

Using the original surveys as a benchmark, the re-designed page was shown to new and existing users once again and they were asked to fill out the same survey. The scores from this second survey indicated that the page was better able to explain the DiscountIF concept to the user. "After visiting this website, how well do you understand how DiscountIF works?"


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The discountif.com landing page, before and in the later stages of the re-design.

Results


As the main focus of the B2C Strategy, the DiscountIF Homepage re-design was created in parallel with a wider re-design of the entire site, including the groundbreaking cashback calculator and the B2B Widget. CTR through to the Cashback Calculator increased 32% after the re-design due to the increased trust factor and multiple, consistent CTA's. People also stayed on the site for longer, obviously to learn more with session times increasing more than 210%. As a basis, the site allowed for rapid growth of the company over the following months before a B2B focus was solely adopted to prove feasibility for further investment.


DiscountIF_CustomerRec

Click Through Rate (CTR) to the Cashback Calculator rose 32%.


DiscountIF_BounceRate

Homepage bounce rate decreased more than 35%.


DiscountIF_Submit

More than 4,000 Amazon.co.uk product links submitted in the first month of site launch.


DiscountIF_CustomerRec

Using an exit poll, customer trust rose from 3.4 - 7.8 out of 10 after the redesign.


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