Increasing conversions by making PDP Coupons more ‘discoverable’ — Part 1
Setting the Context
What are coupons
➡ Coupons are digital codes or links that customers can use to obtain discounts or special offers when making purchases online.
➡ Online coupons can come in many forms, such as percentage or flat discounts, free shipping, or B1G1 offers. Customers can enter the coupon code during the checkout process.
Coupon discovery 🌐
Coupon discovery is an important aspect of the e-commerce shopping experience, as it allows customers to save money on their purchases and incentivizes them to make a purchase.
In this UX case study, we will examine the process of coupon discovery on the buyer side of Dukaan’s product and identify areas of improvement.
Coupons feature existed in Dukaan ever since. But they were not much discoverable.
It’s never enough to just launch a coupon campaign, you also need to take care of the coupon design, placement, validation, and redemption process to make your campaign a blazing success.
Problem statement: To make coupons more discoverable and increase the conversion rates.
Our Analysis
Problems ⚠️
- Previously, coupons were visible only on the homepage (as a nudge on the web, and as a banner on top on mobile) and on the checkout page.
- We saw that most of the customers were not using the available coupons.
- In the funnel of adding a product from PDP to the bag page, coupons were accessible only on the bag page, making them merely discoverable and accessible.
- Data suggested that there was a major drop-off at the PDP.
Why did we think these were problems 💭
➡ It is more likely that a user will add the product to the bag when they see the best available price of the product on this page.
➡ Most brands run their ads on social media, and on clicking on these ads the users land on the product detail page (PDP). Hence, showing coupons on this page was a pretty important step for their discoverability.
➡ Lesser no. of people were using coupons because of their less discoverability.
Hence, we made an assumption that this lack of discoverability was one of the reasons for fewer conversion rates and drop-offs.
Our goal 🎯
➡ Increase the use of coupons by making them more discoverable and accessible, to help users decide which offer is best for them.
➡ Decrease the drop-offs / increase the conversion rate for sellers.
Let’s check out how we solved these problems.
Part 1 — Product Detail Page
Visual iterations 🎨
To begin with, we started iterating on the UI part, to decide the look of the coupons section in PDP. The following variations were tried:
Final design
The logic behind the final design — There were two things to keep in mind while deciding the final UI:
➡ Make the section stand out to catch the attention of the user.
➡ Use a color that goes with every theme that Dukaan provides.
Hence, we decided to go with the green color, which is also one of the secondary colors of Dukaan’s (Buyer side’s) design system.
It made the section stand out, adapted with every theme, and mainly it reflected money.
Ideation💡
Since multiple coupons can be available at a time, we needed a scalable solution that would handle this scenario. The following three possible solutions were evaluated based on these metrics:
✔ ︎From the above comparisons, the third solution seemed to be the most efficient, wherein the users will see only the best available coupon up front and the rest coupons will be hidden.
✔ Additionally, the coupons are arranged in ascending order of the best prices.
This helps in easy decision-making and also does not overload users with information.
Why copy code option: Since the coupon can be applied only at checkout, the user must remember the code while using it at checkout. Hence, we included the option of copying the code so the user will just have to paste it. (Recognition over Recall)
Placement of the coupons: Next we finalized the placement/position of the coupon, where would it be best discoverable and why.
- Above the ‘Add to bag’ button 🚫
Drawback -> For cases where a product has a lot of variants, the section will not be visible in the viewport and the user will have to scroll down to view the section, which is not what we intend to do. - Below product pricing ✅
Since the coupons are related to the ‘price’ factor, as it shows the discounted price of the product, it is best to show it below the product pricing. This also makes it visible in the viewport.
The outcome
After implementing these design changes, we observed a 33% increase in coupon adoption and a 15% increase in conversion rates for the majority of the sellers.
Cherry on the cake 🤩
Dukaan now empowers giant brands like VU Televisions, HealthXP, Style Up, and thousands of other Direct to Consumer brands worldwide.
These brands run advertisements of their products on social media, which redirect to the particular product’s PDP.
Our design improvements were one of the aspects that helped to increase conversion rates for these brands.
Since this was a success… 🚀
➡ We went one more step ahead to show the best-discounted prices of each of the products on the homepage and the category listing page.
➡ This would help the users in quick decision-making without having to navigate much.
Stay tuned…🔥
for part 2, where we dive into the checkout coupon discovery flow and how it contributed to the increase in conversion rates!
Meanwhile…
🔗 Check out Dukaan and our Instagram page.
