THE PROJECT
Expertos Purina ONE® is an online community of cat owners created and curated by Nestlé Purina, a leading pet supplies brand. This website offers healthcare advices and useful contents for pet owners. Besides, this site works as landing page for customers who come via PoS promotions in order to obtain prizes and discounts.
THE CHALLENGE
ULABOX is a grocery e-commerce that wanted to communicate an exclusive discount for every user from "Expertos Purina ONE®" community. Placing a banner in the homepage would be the simplest way to do it. However, from a user-centered approach, we stood out not a unique user-profile but three separated ones with totally different action drivers and goals.
In order to detect every available touchpoint with each user-type, we defined a user navigation flowmap. This scheme showed the more effective way to impact our users without being intrusive nor forget the bussiness goals and conversion rate.
IMPLEMENTATION
Once the interaction strategy was ready, the implementation stage started. The message adopted different formats to fit in every user behaviour and try to achieve the conversion goals. Behavioral trageting and Cookie-based banners, interstitial pop-ups, header bar replacement and also classic banners were placed all over the website. It's important to highlight that every format responds to a specific UX need, to each user type and particular time/status.
Floating replacement banner
Cookie-driven intersitital pop-up: This pop up banner only appeared to those users that
were interested in this kind of promotion and also was limited 1 time per session
There were also slighter messages that informed the user without distracting him
from his main goal (registration, PoS prizes exchanging...)
CONCLUSION
The UX approach not only is essential in big and long-term projects but also in the simplest ones. The conversion rate in this project surprisingly increased in comparison with other promotions without any UX support.
The UX approach not only is essential in big and long-term projects but also in the simplest ones. The conversion rate in this project surprisingly increased in comparison with other promotions without any UX support.
