Journey Optimization · Prototyping · A/B Testing
Reducing Checkout Friction Through Smarter Promotion Code Design
Optimized the promotion code interaction to reduce friction and align with natural checkout behavior. The redesign increased visibility, simplified decision-making, and strengthened conversion support within the purchase flow.
Outcome
- Conversion rate increased by 1.55%
- Basket value per session improved by 2.34%
- Revenue per session grew by 2.16%
- Reduced promotion-related customer service inquiries
- Voucher redemption success rate increased by 4.36%
Business Problem
Customers frequently overlooked or misunderstood the promotion code field during checkout. This led to unsuccessful voucher applications, increased frustration, and additional customer service inquiries. At the same time, unclear promotion communication negatively impacted conversion performance and revenue metrics. The objective was to reduce friction around promotion code entry while improving clarity and measurable checkout performance.
Solution
The promotion code interaction was redesigned to eliminate manual code entry. Customers could select available promotions directly, compare savings in real time, and instantly see the impact on their order total. Presenting codes in tiles increased visibility, while repositioning the feature above the order summary aligned it with the natural checkout flow.
Key Decisions
#1 Increase visibility and clarity of the promotion field
#2 Ensure consistent promotion communication throughout checkout
#3 Validate impact through controlled A/B testing
Old Promotion Code Experience
This video demonstrates the previous method for applying a promotion code during checkout. In this flow, customers needed to remember or copy a promotion code they had encountered elsewhere on the website and manually enter it into the promotion code field during checkout. After entering the code, they would activate it to apply the corresponding discount to their order.
The interaction reflects a common but less streamlined e-commerce pattern, where users must recall or retrieve a code before completing their purchase. This approach introduces an additional step in the checkout process and relies on the user remembering or locating the correct code at the right moment.
Improved Promotion Code Experience
This video demonstrates the redesigned experience for applying promotion codes during checkout. Instead of requiring customers to remember or manually enter a code, all available promotions are displayed directly within the checkout. Customers can review the eligible offers and activate them with a single click.
By making relevant promotion codes visible and immediately actionable, the flow removes the need for users to recall or search for codes elsewhere on the website. This reduces friction in the checkout process and helps ensure that customers can easily apply the promotions available to them.
Reflection
This project highlighted how small friction points in high-impact areas like checkout can significantly influence revenue performance.
While improvements were implemented within the constraints of the existing promotion logic, a deeper optimization opportunity would involve adjusting backend logic to enable promotion code activation earlier in the checkout process.
Introducing voucher validation at an earlier stage could reduce uncertainty and strengthen user confidence before reaching the final confirmation step.