The Problem
La Redoute knew the lifetime value of credit customers was higher (than non-credit customers). Knowing this, they wanted to experiment with their credit account option alongside other payment methods.
The aim of the experimentation programme was threefold:
- Increase credit applications
- Increase the quality of (Credit) applications
- Not adversely impact non-credit (Cash) payment journey
Our Approach
Fundamentally for the experimentation to be successful it was important that both payment options (Cash & Credit) were clearly available to La Redoute customers. An initial UX and competitor review highlighted that the “Credit Account” information on the payment page could be improved with:
- Use of icons
- Colour & better contrast
- New page formatting
Armed with this insight the team at REO put together an iterative experimentation strategy. This approach minimised the risk at such a crucial step of the journey, while allowing REO’s experimentation experts to understand the influence of each and every subtle change. A series of experiments were conducted, each one building on the previous:
Deliverables
The final winning design resulted in:
- 35% increase in click through rate to the credit application page
- 10.3% uplift in credit applications
- 12% increase in credit applications being accepted
- 15% increase in (credit account) orders
- No decline in overall transactions
The results were very positive and demonstrate that the strategy put forward by the team at REO was a real success. La Redoute and REO continue to push the boundaries of experimentation.
Experiment 1:
Maintained the current functionality of the credit payment option, allowing the section to expand, offering more information and a more engaging design.
Before
After
Experiment 2:
Taking the learnings from the first experiment and using the winning variation as the (new) control, the drop-down was removed and the information condensed into three clear USPs, to help increase engagement and encourage people to choose the credit option.
Before
After
Experiment 3:
A final iteration was created, again keeping the previous winning variation as the (new) control. Building on the 2 previous experiments, REO’s experimentation team decided to hide the other payment options from the page, with only a discreet link to expand them.
Before
After
Our Contributions
- Research Strategies
- Experimentation
- CRO
- Design and UX Recommendations
- Problem Solving
- Analysis
