What: I have always been very interested in psychology and how it can be used to drive behaviour online. The below is a case study around how I add this interest into the experience.
My role: UX and Creative Director for du.
Actual results: We decreased the bounce rate by 85%. We decreased exit rate by 44%. Overall sales increased by 30%. Amazing results achieved.
Description: Having lead the research around the pain points, insights and opportunities around online shopping I was rearing to go. Having understood the psychological aspect to commit to a purchase that ties you in to a contract, it was clear to me how important trust, reassurance and transparency would be in our design to get our customers to choose us. This project remains extremely successful to date with the same incredible numbers being displayed 8 months after launch.
What we did: Introduced a clickable multi view on top banner selection. Introduced personalised shortcuts for existing customers. See: Quick Pay, Recharge, Renew Id. Created lifestyle bundles which we matched with personas. Educated around how long your data will last while while recommending the right bundle for ones need. Introduced educational & awareness storytelling. Introduced contextual help and support panel, showing personalised help topics and chat bot as a deflection to human chat.
Some learning that was transformed into digital deliveries.
Customers don’t know what they need and feel overwhelmed by the choice and terminology. By matching bundles to lifestyle category, we made it easier for our customers to understand what bundle will work best for their actual every day need. By doing this we saw a big uplift in sales.
Customers don’t understand how much 20GB data is. By adding human story telling, explaining how much GB of data translates into every day moments like 3 hours on Instagram, 2 hours of streaming music we saw an increase in our data bundle purchases.
By turning our users emotional needs into a strategy that informs the personalisation of both experience and micro copy I will make sure excellent results are delivered.