🟩 Project ESB / Bonus Offer
Current Capital One Walmart Rewards Card Landing Page Design
Situation ▼
Capital One took over Synchrony Bank and merged with Walmart with its credit card program by offering two cards (Capital One Walmart Credit Card & WCC Plus Card) - Product Launch Oct 2019
• The Plus Card was supposed to be launched after 3 months (Jan 2020) of the launch based on its performance and identifying our potential plus card users.
From our first user testing data post launch in Oct 2019 our landing page site visits ramped up to 80% in a week which was a great number. (In-store Branding, Marketing)
However our conversion funnel was down and avg conversion rate from landing page was 1.13% (expected did not show much growth as that requires users to apply for the card
Task
Gather effective data from the previous user testing and re-design a landing page that attracts more user to the conversion funnel
Action
This use case was heavily research driven so I reached out to my Analytics team to understand the reason for increase in site visits but not increase in conversion funnel.
After performing affinity diagramming with my UX Researcher we plotted out few pain points of our users to understand what matters them the most.
We found a pattern (Video footage of research)
Pattern
1. Our Landing Page POV was not compelling enough and users directly spoke about the module below the POV.
2. The users required further explanation to 5% offer
3. The users found the offers repetitive
4. Users want to know by when will they be benefitted
5. Users want transparency with money (no conditional offers)
•I reached out to the Capital One team and addressed the issue with both the team stakeholders -
Insisted stakeholders to provide Equivalent offer that is direct and more relatable
•The Capital One team really liked the direction to incorporate a new equivalent offer with more direct numbers which requires no/less further calculation.
This will help us to resolve the patterns 1,2,4 & 5
New POV offer
Current POV Offer
Concepts 💡
Finding the right POV Hero Image by collaborating with the Creative Director of Walmart eCommerce
I also proposed the designs to highlight the module design below the POV to highlight the primary offer. However in order to match the control and test and get optimum results these designs were included in future roadmap tickets
Final Design
Ensured - the Landing Page has -
1. Updated POV Hero Image
2. Updated module copy next to POV
3. Adding Superscripts and FAQ questions
4. Adding Bonus offer Terms and Conditions
1.I added the “how does my spend bonus work” FAQ section
2.I also worked with the legal team on legal terms and conditions
Results 📈
