Responsive E-Commerce Coupon Website
I created the interface and information architecture of PushPenny, a one stop destination site for all kinds of coupon codes, eCommerce, daily deals and printable coupons. Looking at heatmaps and other analytics, I iterated on the interface to optimize coupon use--our primary KPI. I performed rigorous usability testing and set up multivariate testing with different UI elements. The team also created a native iOS and Android app for PushPenny. It's a live site, check it out! The site is mobile responsive so take a look on your mobile device.
EVOLUTION OF THE HOMEPAGE
EVOLUTION OF THE COUPON
We were faced with a basic problem: our conversion rate was low. We needed more of our users to actually use our coupons! I came up with an alternative design for the coupon button and card to a/b test with the existing one. Graphed over a testing period of only one week, the conversion rate rose from 18% to 29%.
On the first version, the call to action only appeared on hover, the retailer logo was cut off and didn't provide much relevant information at a glance (e.g. if you were looking at the Amazon retailer page, the Amazon logo is visually redundant and the information it provides is not useful).
The newer versions of the coupon card were cleaner, bolder, and kept the call to action in sight. The smaller version allowed us to put more coupons above the fold of the page and the larger coupon with the image allowed us to feature popular coupons in a more enticing fashion, driving more traffic to the coupons that were more likely to be used.
EVOLUTION OF THE VALUE PROPOSITIONS
This was the value proposition section, which was initially overlayed on our hero image. We tested different versions of the section to reduce the high bounce rate. We also wanted to reduce our users' apparent tendency to click on the section. The checkmarks more clearly communicated that the section was a summarized list of our values--that all the information was already there. The final version, which was cleaner and easier to read at a glance because of the separating lines, resulted in a lower bounce rate.