Post-purchase optimisation · SkyShowtime
Turning order confirmation into an engagement driver.
Redesigning the post-purchase journey to encourage immediate app adoption, increase content discovery and reduce early cancellation risk.
Comparing the existing and redesigned journey
Challenge
Purchase complete. Engagement not yet started.
The existing order-success page confirmed the transaction but did little to move new customers into the product experience. This created a missed opportunity to encourage immediate app adoption, content discovery and the early engagement that can help reduce post-purchase cancellation.
Role
From opportunity to evidence.
I identified the post-purchase opportunity, shaped the experiment and used AI-assisted development to build a custom-coded mobile page in Optimizely. I also established the reporting, analysed performance and presented the results and recommendations.
Approach
Improve the post-purchase experience and retention.
- Identified the post-purchase engagement opportunity and developed the experiment hypothesis
- Used AI-assisted coding to build a bespoke mobile experience for deployment through Optimizely
- Built smart links that recognised the customer’s device and app status, directing them either straight into the app or to the appropriate Apple App Store or Google Play Store
- Ran a 50/50 controlled experiment across the main markets
- Measured engagement and cancellation behaviour, then reported the results and recommendations
Outcome
A stronger start to the customer relationship.
The redesigned journey increased app-download click-through by 42.4% and browse-and-watch click-through by 41.5%. Of the customers who selected the app CTA, 84% opened or downloaded the app. Visits to the cancellation journey fell by 5.6%, while cancellation rate moved 1.4% in the right direction.