those who Serve - ID.me integration
Increasing enrollment for Verizon's exclusive discount offering for nurses, teachers, military, and first responders.
Overview
Verizon is the largest U.S wireless provider and discount offerings have played a key role in enabling its market growth. Business stakeholders aimed to boost customer acquisition and revenue growth by increasing the overall take rate of our discount offering targeted towards eligible nurses, teachers, military personnel, and first responders.
The current experience required customers who were eligible for the discount to directly visit the marketing landing pages for the discount.
88% of eligible prospective customers who visit Verizon.com were unaware of the discount.
The existing flow required lots of improvement; drop off, customer abandonment, and lost revenue were all concerning.
Hypothesis
By integrating ID.me directly into the lower funnel checkout experience, specifically the cart page, the team hypothesized that we would be able to reduce site abandonment and increase offer take rates.
The Problem
Along with an outdated landing page, the end-to-end customer experience of obtaining the discount was extremely disjointed.
No Defined Customer Journey
An unclear customer journey will lead a customer to confusion, drive up calls to customer support, and create drop off. The existing experience first requires a customer to land on the segment specific landing page, locating the correct button to verify, follow through the ID.me verification process, and afterwords are redirected into a shop journey with no indication of the discount.
Objective
Rather than requiring effort from the customer to discover the discount, we want to be proactive in offering the discount to eligible customers
Proactive awareness
Streamline the experience to ensure a customer understands all of the necessary steps involved. As they shop for their devices and plans, we want to provide the customer with relevant information reguarding
Reduce confusion
Designing the Promo Module
Based upon guidelines and competitor experiences, I opted for the placement of the module within the order summary section of the cart.
With so many promotional offerings and upsell modules already existing, it was important to keep discount offerings separate. Moreover, the promo tiles were currently reserved for device discounts. The TWSS discount was a account level discount.
By leveraging the accordion component, users had the option of learning more about the discount and proceed to verify with ID.me.
I collaborated closely with our content strategist to ensure to details of the promotional offer was clear, concise, and understandable by our users.
Outcomes
6.9 % Increase in Order Conversion Rate
Annualized Returns: + 5.7k Gross Adds and $4.3M Net Revenue