-------------------------- company: Everli (e-grocery marketplace) -------------------------- team: Federica Vismara (visual design, copy strategy and execution) Annalisa Bano (animation) -------------------------- short description:
During my job in an E-grocery marketplace as CRM and Content Designer I deepened how to boost the performance and enhance user engagement of marketing email flows, working both on copy and visual assets.
I studied and applied the technique of gamification, used to insert gameplay elements in non-gaming settings. I then worked on two scenatios and monitored the results.
SCENARIO 1: INCREASE ORDER ADOPTION FROM NEW CUSTOMERS (FREE PLAN)
SCENARIO 2: INCREASE ORDER FREQUENCY FROM PAID SUBSCRIPTION CUSTOMERS
-------------------------- main goal: increase order adoption rate from email marketing channel
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year: 2022
SCENARIO 1: INCREASE ORDER ADOPTION FROM NEW CUSTOMERS
target:
New Customers on Everli (free plan), no orders done.
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issue:
As is onboarding email flow design for new customers wasn’t able to communicate them properly the overall promotion mechanic and didn’t push them to place orders and complete the promotion path (get 4o euro of discounts on your 4 first orders, 10 euro each)
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objectives:
Improve the number of orders in a limited time window.
Increase the order frequency by pushing them to step forward and gain all 4 discounts.
Prevent churn in the middle of the promotion flow.
Create an habit loop:make an order → obtain the reward → make another order → obtain the reward.
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proposal and outcome:
Enrich the onbording flow designing a visual progress bar that show to new customers an immediate overview of all discount codes to save 40 euro on their first 4 orders.
Thanks to a UX gamification logic, the progress bar keeps track of discount codes obtained and next ones to grab and push each customer to complete the path.
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results:
We a/b tested the email flow with a progress bar vs without it for 2 months on 7k reacheable target:
Show the email flow with a visual Progress bar helped to gain a higher Click to Rate (5% vs 3,9%) and a higher Order Rate (+15%) rather than show discounts only by text.
Test a static progress bar vs an animated one reported a very similar result. However version with animated one gained a quite higher total Click to Rate (4.3% vs 3.8%)
SCENARIO 2: INCREASE ORDER FREQUENCY FROM PAID SUBSCRIPTION CUSTOMERS
the churn rate of Everli Plus customers (subscribers to the plus program to get unlimited free deliveries and exclusive benefits) is very high (35%)
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objectives:
Enrich Plus plan value proposition
Improve stickiness to the service (churn up to 35%)
Increase the 3-months retention to the service that deeply decrease after 4rth order
Create an habit loop:make 4 orders in a month → obtain the reward → repeat the behaviour every month
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team proposal:
Create a digital loyalty points collection that allows the user to get 10 euros off on the 5th grocery on a monthly basis.1 stamp = 1 order placed --------------------------
outcomes:
I designed the mechanics in a visual and interactive way to communicate it with semplicity and consistency.
I took care of the content design of the entire email flow (templates and copy) to convey the message and guide the user through each step until the prize is achieved.
The email flow pushes the customer to collect all 4 stamps in a month to redeem the discount code on the 5th order, increasing the adoption and the frequency of order placed.
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results:
1624 customers did 4 orders and gained the discount code
= 10% of customers on total email sent (15k)
209 customers did a 5th grocery with the discount code applied during the next days