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Tesco recognised an opportunity to optimise their Delivery Saver customer conversion rates by enlisting the help of Cowry. Together, they identified the need to transform three different plan reminder emails, in order to convert customers from free trials to paid plans. From this Cowry analysed the existing emails to identify psychological friction points that could be converted into opportunities to motivate and engage customers.
Transform customer experiences
Within the behavioural audit, our team identified a number of components within the emails that were hindering their effectiveness. For example, the email contained a large quantity of information, displayed in large blocks of text meaning customers were unlikely to read or act on it. Our task was then to overhaul the language and visual design of the emails to increase engagement with the content and motivate action.
Our team of Choice Architects and Behavioural Designers redesigned the email templates that were used to notify customers at 3 stages of their free trial by introducing 8 key interventions. Here's are 3 examples of what we did:
Social Norms - by showing that other customers are making significant savings from the delivery saver plan, customers will feel inclined to be part of the norm and enjoy similar benefits.
Saliency - by introducing a more fluent visual layout, relevant imagery, and attention-grabbing information, the content is easier to process and more engaging.
10.2% increase in Delivery Saver sign ups.
*p score = 0.1