Redirect Optimization
Overview
Reworking a pivotal product-page experience to make decisions feel simple & trustworthy.
Status
In development for follow-up A/B testing
Role
Lead UX designer
Context
What are redirects?
A redirect sends experts from ExpertVoice to a brand’s website to complete their purchase using their expert discount.
Three main redirect types
Session redirects send an expert to the brand’s site with data that automatically identifies them and applies their eligible discount.
Discount code redirects send an expert to the brand’s site with a code they apply to receive their expert discount.
Account redirects send an expert to the brand’s site, where they sign in using the same email linked to their ExpertVoice account.
Problem
The current redirect experience is untrustworthy & confusing
Test 1
We A/B tested an embedded component to replace the modal
New users
-10.5% redirect order $s
Statistically significantRecurring users
+0.23% redirect order $s
TrendingFollow-up designs
With analysis & decisions
Price needs to be anchored to the CTA, so users know exactly what they will pay.
Use progressive disclosure
Original experience was back-loaded with information, overwhelming users when they were ready to purchase.
Uplevel discount method
Unexplained discounts feel too good to be true
