Enhanced Email Campaign Experience
At LuckyVitamin, an ecommerce company in Conshohocken, PA, I was tasked with improving our collection of email addresses from unique users, a key concern for our Omnichannel Marketing Manager. While increasing contacts could boost leads and conversion rates, I aimed to ensure that our approach aligned with user experience principles. My goal was to drive more sales without alienating customers or creating frustration that could result in lost business.
Challenge:
LuckyVitamin, an e-commerce company, was seeing a decline in unique email address collection, which negatively impacted lead generation and conversion rates. While increasing contact information was critical, I wanted to ensure that our efforts aligned with user-centered design principles, avoiding intrusive campaigns that could drive customers away.
Approach:
I designed a flexible email collection flow that allowed users to choose how they engaged with discount campaigns, minimizing interruptions and enhancing user autonomy. After refining the process with the design team and incorporating feedback, we implemented a sticky button feature that kept the campaign visible but unobtrusive. I also developed logic conditions for mobile and desktop platforms, ensuring the campaign experience was tailored to both new and returning users without disrupting their purchase journey.
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Results:
The redesigned campaign flow led to a 25% increase in email collection and improved user satisfaction, with fewer drop-offs during the shopping experience. The refined approach also contributed to a 10% increase in conversion rates, showcasing the value of balancing marketing goals with a user-first design strategy.
Drafting a Flow
I set out to design a user-centered process that would empower customers to control how they engaged with our discount campaigns, ensuring they could interact on their own terms.
The Pitch
After refining the process to put the campaign experience in users' hands, I presented the concept to the design team and our Omnichannel Marketing Manager, focusing on user autonomy and engagement.
Back to the Drawing Board
The feedback was positive overall, but the manager emphasized the need to keep the discount campaign visible even after users closed it initially. Additionally, while the flow worked for both desktop and mobile, we agreed that some tweaks were needed to improve the visual experience across platforms.
Mobile Design and Fleshed-out Functionality
We reached a compromise: instead of interrupting the user’s journey with a full-screen campaign, we created a minimized sticky button that remained after the first close. On a second, intentional close, the campaign would disappear completely, allowing users to continue their experience uninterrupted.
Let's Spice It Up
The new design was well-received, offering distinct visual experiences and a user-friendly process. However, with millions of users globally, we needed to further refine the campaign by distinguishing between new and returning users. The goal was to enhance the experience without overwhelming repeat visitors.
Conditions That Could Be Easily Met
I devised a set of logic statements that accounted for differences between mobile and desktop users. These conditions ensured that new users were prompted to join our email list for a discount, while existing users with an email on file were not interrupted. Collaborating with our Azure/AX developer, we identified the data layer element that determined whether a user had items in their cart and if their email was already registered. The solution was straightforward—no unnecessary disruptions, just a seamless experience.
To Bring the Point Home (With Proof)
I backed up this approach by surveying competitors and adjacent companies that had successfully implemented similar strategies. The proof demonstrated that our new campaign functionality was both effective and aligned with industry
best practices.
