Create Urgency, Convenience, and Delight

Project Overview

A 20% off coupon was offered in exchange for a visitor's email. An initial messaging test showed high sensitivity. Looking into this experience further opened up a treasure trove of possibilities.

Hypothesis

After a user submits their email, showing the lower price, scrolling them up to the CTA section, and attaching the coupon to the CTA will increase conversion rate.

Test Setup

Control
When the user submitted their email, there was a post-submission message, but nothing else on the page changed.

Variation
Post-submission, the following occurs:

1. Fire a celebratory animation
2. Scroll user to the pricing and CTAs
3. Increment down the price, so the user sees a higher price roll down to a lower one.
4. Auto-apply coupon code so that the user does not have to enter it manually in the cart
5. Add animation of "Coupon Applied!" treatment to show that the coupon was applied