RetailMeNot
RetailMeNot is one of the world’s most trusted brands for online coupons, deals, and cash back. As “a leading savings destination,” RMN connects over 70,000 brands and advertisers with online shoppers, incentivizing purchasing and ensuring higher conversion.
I was the lead designer on RetailMeNot’s core web experience from 2018 - 2019 — during this time, I helped launch a major overhaul of RetailMeNot’s browser extension, Genie (now Deal Finder™). This update was focused on aligning Genie to match RetailMeNot’s most recent brand evolution, providing an ideal opportunity to inject a massive dose of brand personality into the product.
Updates to the browser extension and landing page focused on improving user understanding and visually differentiating Genie from competitors.
Genie Landing Page Conversion Improvements
Landing page before improvementsGenie is a browser extension developed by RetailMeNot to help users find codes at checkout without the hassle of searching the Internet. RetailMeNot promoted this extension heavily in the experience, funneling its significant organic daily traffic to Genie’s landing page.
Genie’s landing page featured a masthead with static, non-descriptive imagery — and the functionality of the Genie extension was poorly understood by RetailMeNot’s users, with multiple webstore reviews noting confusion and apprehension.
To address this confusion, I created an instructional animated flow, simplifying messaging around extension functionality and promoting overall user understanding.
Improve CTR, grow organic traffic, increase user conversion
GOALS:
TOOLS:
Sketch, Principal, Photoshop, After Effects
After shipping the initial landing page redesign, I crafted a simple, impactful “How It Works” section to encourage user education and drive engagement. I worked closely with our content strategy team to create easy-to-understand, usable copy that clearly articulates how Genie can benefit the user’s shopping journey.
This was implemented as a 2-week A/B test against our control with no “How It Works” section.
“How It Works”
During the test period, we observed an 11% increase in conversion and improvements in organic traffic to Genie’s landing page.
Results
Landing page after improvements
11% increase
in user conversion during test period.
Organic traffic growth
from SEO opportunities in new “How It Works” section.