How I used behavioral science to increase loyalty app signups by 65%
How I used behavioral science to increase loyalty app signups by 65%
How I used behavioral science to increase loyalty app signups by 65%
Taster is France's #1 delivery-first food service franchise
Taster is France's #1 delivery-first food service franchise
Taster is France's #1 delivery-first food service franchise
TIMELINE
SEPTEMBER 2023
PLATFORM
WEB APP
MY ROLE
BEHAVIORAL MAPPING, UX/UI DESIGN
Taster develops delivery-first food brands and franchises them to restaurateurs. Their Click & Collect website enables customers to order from the restaurant directly. Customers can collect points for their order in a separate loyalty app.
Taster develops delivery-first food brands and franchises them to restaurateurs. Their Click & Collect website enables customers to order from the restaurant directly. Customers can collect points for their order in a separate loyalty app.
Using the Fogg Behavior Model, we increased the likelihood of the behavior "Sign up for the loyalty app" to occur.
With salient benefits, users are more motivated. With reduced friction, users do the behavior more easily. With a well-timed prompt, users take action.
Using the Fogg Behavior Model, we increased the likelihood of the behavior "Sign up for the loyalty app" to occur.
With salient benefits, users are more motivated. With reduced friction, users do the behavior more easily. With a well-timed prompt, users take action.
52%
click-through-rate
+65%
loyalty app signups
PROBLEM
PROBLEM
Customers don't sign up for the loyalty app because the task is high effort, the benefits aren't clear and they are prompted at the wrong time.
Customers don't sign up for the loyalty app because the task is high effort, the benefits aren't clear and they are prompted at the wrong time.
To sign up for the loyalty app, customers pick up their Click & Collect order, see the QR code on the receipt stapled to the bag, scan the QR code to download the app, sign up and only then can they collect their points.
SOLUTION
Reduce barriers so that signing up is effortless.
Reduce barriers so that signing up is effortless.
Reduce barriers so that signing up is effortless.
While customers wait to pick up their order, they can tap a button on the order confirmation page to collect their points immediately. We leveraged the waiting period to prompt a simple task while we have their full attention.
While customers wait to pick up their order, they can tap a button on the order confirmation page to collect their points immediately. We leveraged the waiting period to prompt a simple task while we have their full attention.
While customers wait to pick up their order, they can tap a button on the order confirmation page to collect their points immediately. We leveraged the waiting period to prompt a simple task while we have their full attention.
SOLUTION
Amplify benefits so that users actually *want* to sign up
Amplify benefits so that users actually *want* to sign up
Amplify benefits so that users actually *want* to sign up
We incorporated myriad behavioral psychology principles to make signing up more appealing.
We incorporated myriad behavioral psychology principles to make signing up more appealing.
We incorporated myriad behavioral psychology principles to make signing up more appealing.
Endowment effect
Endowment effect
Endowment effect
“Claim your points” implies the points are already yours. Because we value things that we own more, users are more likely to click.
“Claim your points” implies the points are already yours. Because we value things that we own more, users are more likely to click.
“Claim your points” implies the points are already yours. Because we value things that we own more, users are more likely to click.
Loss aversion
Loss aversion
Loss aversion
We prefer to avoid losses to acquiring equivalent gains. The phrasing implies the points are already ours so we’ll click to avoid losing our points.
We prefer to avoid losses to acquiring equivalent gains. The phrasing implies the points are already ours so we’ll click to avoid losing our points.
We prefer to avoid losses to acquiring equivalent gains. The phrasing implies the points are already ours so we’ll click to avoid losing our points.
Completion bias
Completion bias
Completion bias
Our brains feel pleasure when completing a task. We feel compelled to claim the points to feel the satisfaction of the last tick.
Our brains feel pleasure when completing a task. We feel compelled to claim the points to feel the satisfaction of the last tick.
Our brains feel pleasure when completing a task. We feel compelled to claim the points to feel the satisfaction of the last tick.
Personalization
Personalization
Personalization
“MY” implies these points are mine, which feels good and amplifies the endowment effect.
“MY” implies these points are mine, which feels good and amplifies the endowment effect.
“MY” implies these points are mine, which feels good and amplifies the endowment effect.
Measuring success
Measuring success
Measuring success
52% click-through-rate
Within a month of releasing this update, we saw that 52% of users who saw this page clicked on "Claim my points".
+65% loyalty app sign ups
After the update, we saw a 65% increase in loyalty app sign ups.