Business Goals: As part of PERQ’s promotion technology, clients needed to provide customers with a personalized URL on direct mail advertisements with clear directions and guidance for how to use the link. Customer support staff were responding to an average of 25+ phone calls and emails per day for customers who were having issues understanding how to use the personalized link. The company needed to try to cut down the number of issues being directed to the staff and minimize the time they devoted to this one customer support issue.

Mail Piece Example

User Goals: We found that a high percentage of customers were entering only the first part of the personalized URL and skipping the last – but most important – part of the link. Customers needed to understand that it was required to enter every single character in the link to visit their unique “microsite” with personalized messaging and content from the promotion.

Sketches

Sketch

Wireframes

Wireframes

Sketching and Wireframes: I sketched some initial ideas for how to solve the problem of customers entering only part of their unique URL as a “interim” redirect page that communicates positive reinforcement for how to get to the next step.

A/B Testing: We published two iterations of the interim redirect page and conducted A/B testing to see which one had a better conversion rate. We quickly found that Version B, with the first half of the personalized URL already spelled out to the left of the field for the customer to enter their unique characters, drastically performed better than Version A.

Version A

Version A

Version B

Version B

Results: Analysis of the test resulted in a reduction of customer support phone calls and emails from an average of 25+/day to 1/day. And conversion rate overall increased by more than 50%.