Buhlian

Project Overview

During campaing periods, Miinto is occassionaly running onsite voucher codes to boost the conversion rate and revenue stream. By highlighting the onsite voucher code, the campaign performance can be optimized significantly.

The Challenge

Typically, the onsite voucher code is displayed on the top streamer of the Miinto website. This placement is easily overlooked by the user, thus reducing the potential impact of the campaign.

The Approach & Solution

In order to try improve campaign performance, I developed the following hyposthesis: Highlighting the onsite voucher will drive a higher conversion rate. With a boost in conversion rate, the campaign GOV (the primary objective) will increase as well. To test the hyposthesis, I developed two versions of test variants highlighting the onsite voucher:

1. a variant with highlight of price reduction by applying the onsite voucher code at checkout (see image 1 below).
2. a variant with a countdown feature which highlights when the onsite voucher code will expire (see image 2 below).

For the first variant, the test variant will display the realized voucher discount price clearly for the user - thus making the extra savings even clearer. For the second variant, the test variant will ignite a sense of urgency to make the user place an order before the deadline. For the control variant, the onsite voucher was only visible in the upper green bar above the navigation section.

The test was deployed to multiple markets and for several campaigns - for both desktop and mobile users.

The Results

During the campaign periods, the test variants performed significantly better than the original setup. The price update variant did 14% better and the countdown variant 18% better on conversion rate compared to the control version. Running these tests proved highly effective and boosted the GOV by an estimated 9% during the test period alone. As a result, these highlights methods can be deployed during future campaigns to optimize performance significantly.