Work with me

Ecommerce

Tesco

Boosting sales for Tesco e-Gift Cards

Research

Strategy

Concepts

Animation

Research

Strategy

Concepts

Animation

Research

Strategy

Concepts

Animation

Research

Strategy

Concepts

Animation

Tesco launched an e-Gift Card site which had a high bounce rate of 93%. Additionally, sales of brand partner e-Gift Cards were significantly lower than anticipated at only 15%.

I developed a research plan using multiple sources; analytics, A/B tests and usability testing. Continuous testing and refinement over 6 week sprints optimized website performance and helped the team prioritise features. Here are a few of my findings.

Clarity of messaging

The proposition was centred around 'gifting a little moment' that the gift card would create. However, gifters where uncertain what the recipient would receive if they bought this and were not progressing to checkout.

Recommendation
Use 'little moments' as the hook to draw customers in - the reason to buy. Funnel these out through the marketing comms allowing copy on the site to be more direct and clearer. A/B testing determined that the brand wall increased click thrus from the homepage by 67%.

Optimising 3rd party sales

Tesco gift cards dominated 85% of the sales. We needed to even the spread. I looked into where customers would start their search when buying a gift card online and why they chose the sites they did.

Findings
Customers would prefer to purchase from a brand directly as it would be easier to deal with the source if there were any issues. They also assumed they'd get more design options.

Developing a USP

We tested a number of ideas with customers; from gifting a combo to sending an animation alongside the card to see which idea stood out to them.

Recommendation
We decided to double down on the sending of the gift card to create a a moment when the recipient opened the gift card. I created a number of animations that the buyer could send along with the gift.

We tested a number of ideas with customers; from gifting a combo to sending an animation alongside the card to see which idea stood out to them.

Recommendation
We decided to double down on the sending of the gift card to create a a moment when the recipient opened the gift card. I created a number of animations that the buyer could send along with the gift.

We tested a number of ideas with customers; from gifting a combo to sending an animation alongside the card to see which idea stood out to them.

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Let's work together

Do you have a particular project or challenge you need help with? Setup a discovery call to discuss your project and see if we're a match.

Get in touch

Behance

Let's work together

Do you have a particular project or challenge you need help with? Setup a discovery call to discuss your project and see if we're a match.

Get in touch

Behance

Let's work together

Do you have a particular project or challenge you need help with? Setup a discovery call to discuss your project and see if we're a match.

Get in touch

Behance

Read Sky

Read Experian