The new coupon journey
Dive deep into new content solutions crafted to rearrange the gaps involving the coupon journey.
The essence of engagement that makes the e-commerce culture happen has a name —the coupon journey. Besides accelerating the buyer's purchase, the coupon has a loyalty mechanism that often works with an integrated system.
The logic behind this has a huge mission because instead of letting the potential lead slipper off our hands, it is needed to drag them.
Our goal was to reduce the bounce rate and raise the conversion rate. My goal was to create a new flow focusing on the content and all the components involved.
Problem statement
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Many users can't identify which type of coupon should be used during a determined purchase.
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It isn't clear what the rules and campaigns are aligned with some coupons for Marketplace or Renner's Store.
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The incorrect use of coupons may reduce the engagement in the journey.
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Error messages may not give the correct idea about what's going on or what is needed to move forward. Definitely, the user has supposed different content perceptions in the cart step.
Our approach
We recreated the coupon journey and its possibilities. First of all, I made the flow from a wide range of perspectives:
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Gaps and certainties about marketplace's coupon.
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Possibility to adapt the content to the Spanish version.
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To get and reflect on all the error messages in the cart step.
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To use the appropriate tone and voice, clarifying the paths for the user.
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To use the law about minimum effort, integrating the new components in the current journey.
Strategic concept
The first question that we did was about how the flow is created by stakeholders. After several meetings we found out the answer, not so easy at all. The complexity of the demands and objectives set up to attend to multiple needs makes the flow to be diverse.
We got the business rules and changed them into a pattern flow. We mean, the basic or the foundation to be used in a new flow. Besides this, we did extensive benchmarking:
The solution
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1. Highlight trigger
We incorporated a small phrase to accelerate the click on the button to finish the order.
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Friendly tone to engage the user.
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Content with a focus on "as fast as you can"
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Bold font to create a sense of urgency.
Portuguese: Finalize agora sua compra para economizar R$ 134,79. Aproveite!
English version: Get your order now to save R$ 134,79. Enjoy it!
Spanish version: Finalice ahora su compra y ahorre $134,79. ¡Disfrutá!
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2. Coupon list
We discussed including all the coupons applied in one list - even inside the cart step. It was one of the biggest issues spoken by the users. So, we deployed a very useful modal that could ensure the visibility of the coupons split in "delivery and sold by Renner" or "delivery and sold by Marketplace".
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Dedicate list to observe all the coupons applied
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Focus on the opportunity to get more discounts and a big deal.
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Start the phrase with a call to action, moving to action.
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Accessibility verbs and nouns that include our diversity.
Portuguese:
Title: Lista de cupons aplicados
Subtitle: Use a lista completa para conferir os itens que ganharam desconto extra com cupom de desconto aplicado.
English version:
Title: Coupon List
Subtitle: Use the complete list to check out the discount items plus coupon applied.
Spanish version:
Title: Lista de cupones aplicados
Subtitle: Echá un vistazo a la lista completa de productos que han recibido cupón de descuento.
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3. Error and warning messages
Friction was generated due to the lack of messages or complete information, which increased as complaints were raised. Therefore, we decided to incorporate in the journey a message (tooltip) that reflected why the coupon didn't work after it was applied.
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Highlight title shows up after inserting the coupon invalid in the order.
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The sentence informs the user about the coupon rules
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The suggestion offers the possibility to add other products with coupons and discounts.
Portuguese
Before
We just showed the number "R$ 0,0", without any complement.
After
Este cupom não vale para os produtos escolhidos!
Confira as regras do cupom e adicione à sacola produtos que façam parte da promoção.
English
This coupon does not apply to your choices!
Check out the coupon rules and add new products on sale.
Spanish
¡Este cupón no es válido para los productos que elegiste!
Revisá las reglas del cupón y agregá al pedido solamente productos que participen en la promoción.
Results
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Engagement increased the sessions to another step.
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Raised the number of satisfying users.
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Complaints reduced the level of dissatisfaction.