Ticketmaster faced challenges with its upsell offers, particularly regarding user engagement and decision-making within a time-constrained environment. Users encountered difficulties due to overwhelming copy, irrelevant information, and inconsistent presentation.
The primary issues identified were:
Users were required to make decisions within a tight seven-minute window.
Many upsell offers contained irrelevant content, leading to confusion.
Users were overwhelmed with excessive amount of information presented.
To ensure scalability and efficiency, I adopted a methodical approach, focusing on one issue at a time while testing multiple experiments concurrently to expedite our progress. One critical area lacking was user trust, which I aimed to cultivate by instilling confidence in the call-to-action (CTA). By replacing the upsell offer CTA with Ticketmaster's native CTA, users could trust the action they were prompted to take.
Additionally, I identified shortcomings in conveying the value proposition to users effectively. To rectify this, I initiated changes in both visual and textual aspects of the offers. Addressing concerns regarding hierarchy, I implemented UX fixes, such as restructuring offer components and adjusting copy colors, to optimize the presentation.
Created multiple CTA variants and 2 variants performed better than the other variants. Using the native CTA to make the UI consistent and build trust.
The optimization and strategic selection of visuals that clearly convey the value proposition are crucial in demonstrating the offered value. This will not only saves time but also foster trust among users, enhancing the overall user experience.
By trimming non-essential details from upsell titles and catalog item titles, and enhancing the formatting for a cleaner look, we successfully reduced noise on the page.
In preparation for the upcoming phase, I aimed to expedite the design process and accelerate our progress towards the goal by proposing a more agile approach. This new design strategy is not only geared towards speed but also emphasizes scalability, benefiting both designers and engineers. By fostering a collaborative environment that encourages swift experimentation, we are poised to achieve our objectives more efficiently.
By leveraging impactful and relevant images, establishing a clear visual hierarchy through UX components, and effectively showcasing offer benefits, we aim to communicate our value proposition effectively.
Recognizing user concerns about pricing perception, we intend to introduce saving price callouts for discounted offers, fostering trust in our users.
Furthermore, to instill trust in our users, we plan to incorporate social proof elements, allowing them to draw insights from peer data and make informed decisions.
To streamline user decision-making and save time, we propose the implementation of tags for quicker choices and the prominent highlighting of relevant offers or catalog items.
The conclusive phase resulted in an impressive 15% Value Per Transaction uplift from the initial variants. Looking ahead to Phase 5, we anticipate a substantial growth, with the projected Value Per Transaction uplift ranging between 30% to 35%.
What you've seen so far is just a glimpse. I've documented the entire process, from identifying key challenges to implementing innovative solutions. If you're interested in exploring further, feel free to connect with me via email or LinkedIn. I will be happy to set up some time for us to chat. Looking forward to connecting!
