Maximize CVR in
Online Shopping

Designing vouchers to maximize the conversion rate on the product page by 400%.

Role & Responsibility

UX/UI, Researcher,

Interaction Design, Prototyping

Industry

e-commerce, fashion

Year

2022

outcome

441%

increase in order conversions upon launch

45%

reduction in discount costs

Backstory

Your Fashion Playground.

Pomelo is Southeast Asia’s leading omnichannel platform with a global mindset: on-trend, online, on-the-go. Shop 1,000s of styles & brands all in one place, online & in stores.

In 2021, Pomelo expanded from being an in-house fashion brand to include third-party local Thai and international brands like Nike, Converse, and Calvin Klein. However, while this attracted many new users, they remain inactive and haven’t made purchases. Pomelo is now investigating ways to improve new user conversion rates.

The highlight of this project is to share how e-commerce platform increase their revenue in one area

Challenge

The product page is a crucial page in an e-commerce platform which is can be challenging when we want to introduce any new feature into it

Problem

As a Business owner running an e-commerce platform, the ultimate goal is always to try to scale up the business and meet customer needs.
As a UX designer is to make sure to nail every element in turn to. This project will be focusing on adding a new element to the product page which is one of the most crucial pages in an online store.
How might we include the voucher in the most effective way so that supports users to make a decision to purchase the product?
*Disclaimer for a data geek
The product Page is the most visited page on the Pomelo app, the data shows ~70% of sessions, but Order Conversion overall is only 0.523%, it’s the lowest amongst other flows where the user lands on the App feed at 2.03% or Product List page (0.754%) first.

Preliminary Research

The pros and cons of online store offers

Pros:

  • Increased customer loyalty

  • Increased customer acquisition

  • Increased conversions

  • Quickly move stock

  • Meet sales goals

Cons:

  • Decreased margins and profitability

  • Possible brand damage

  • Decreased conversions outside of sale periods if you train visitors to wait for offers

  • Tendency to drive non-loyal (price-driven) shoppers

  • Tendency to reduce average order size

  • Attract customers outside your target market

Competitors Analysis

I benchmarked how competitors display vouchers, noting that Pomelo is shifting from a fashion platform to a marketplace. As users still see it as a fashion brand, we must avoid confusion. The research will be split into two categories with insights for each.

Fashion brands (International and Asian):

  • Most internationals don’t show the voucher on the product page, but some are shown on the Homepage/Feed, Banners, and in checkout flows.

  • Fashion Asian brands are showing more sales and promotions than Inter-brands in general.

Marketplace (International and Asian)

  • Every page included a voucher code and more than one placement.

  • Focusing on the new users

Key Finding

From the research, it might help users make a decision to buy the product quicker, but on the business side offering voucher can affect other aspects e.g decreased margins and profitability, decreased conversions outside of sale periods if you train visitors to wait for offers.

Product Page Analysis (IA)

The product analysis showed that the image area was the only space available for the new voucher, but a "rule" prevents covering the model. This rule keeps the visual presentation clean and ensures users stay focused on the product, helping them make informed decisions. The challenge is to make the voucher visible without distracting from the product.

Ideate and Sketch

To make sure we are aware of the risk, the proposed solution is to roll out this feature only for the new user and measure the success then we will see if that can move forward to all users in the next milestone.

Design Explorations

To make sure we are aware of the risk, the proposed solution is to roll out this feature only for the new user and measure the success then we will see if that can move forward to all users in the next milestone.

Outcome

We launched the feature during a campaign and saw significant results:

441% increase in order conversions upon launch
260% YoY increase in voucher usage per session
45% reduction in discount costs

The feature has been available to both new and existing users until now (as of October 2024). However, the risk of adding new elements to the product page remains, so A/B testing is occasionally conducted when adding new features to assess whether developing is worthwhile.