Making copy work harder
Loyalty programmes are a great tool for growing brand affinity with your customers. Behind the scenes, designers and content writers need to grow their relationships with the marketing team to succinctly translate the proposition.
At a glance
Brief
I was asked to increase sign-ups for the ‘my John Lewis’ membership scheme after customers create an account.
Problem
We gathered insight on the live screen (iteration 1, which I created many moons ago when I first started out in UX. Look, I’m not ashamed to recognise I’ve come a long way…) and data told us most customers were navigating to ‘Start shopping’.
Outcome
I found great job satisfaction knowing that users rarely read my carefully-crafted copy…
Joking aside, the business projected after the successful A/B test, the changes to the design were estimated to drive £2m in sales per year.
Increase membership sign up
What I did
Brought together ‘success message’ and H1 to use up less space
Reordered the primary and secondary buttons as the secondary button was cannibalising sign-ups.
Tweaked ‘Start shopping’ to a more appropriate dismiss button: “I’ll do this later”
Made ‘free’ more salient in the button as user insight flagged users were unaware membership is free
Chopped the superfluous marketing copy (bullet points are generally easier to scan and more accessible, but the extensive copy pushed the button below the fold).
Finally, the 3rd iteration seems minimal, but after quick-and-dirty guerrilla testing, users ignored the copy on the button, so we moved ‘free’ to the title.