An offer you can't refuse
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A case study that sheds light on the design process that solves the problem of monetisation from offers provided by Carwale on their mobile website
Increase monestisation from brand and dealer offers on
Carwale mobile website
Solution
Problem
Creating a multi segmented offer section attract more user response
for 40 million monthly users
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4.7%
Increase in
Generated Leads*
A lead is a potential customer’s contact information who has shown interest in buying a car via Carwale’s website
3.9%
Monthly Lead* Conversion
Impact
Research
Understanding user and product requirements
Insights
Analysis and summary of research
How might we
Defining the problem
Solution
Design execution
Impact assessment
User response and success metrix
CONTEXT
Lead monetisation is a core strategy for businesses like CarWale. It involves transforming potential customers, or leads into paying customers. This process encompasses capturing valuable customer information, cultivating strong lead relationships, and ultimately generating revenue.
This screen shows the model/ variant page on Carwale mobile website
The user clicks on the offer card, provides their name and contact information and in turn the a dealer contacts the customer helping them to proceed in the buying journey
Current user flow
Towards the top are the car model + price details, media preview and gallery links
Below are the city wise price and variant selection and other sections
This is the current offer section from Carwale
problem child
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Research
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FIRST HAND OBSERVATIONS
for the existing offer card
Data chunking is not there leading to information overload
Overall card contrast is insufficient
for readability
Lot of information to read about car brand dealers
Features are unique but not clearly presented.
CTA is not feel defined
No defined heading in the card
A pathway to creating an understanding for the current offer card on Carwale mobile website and fabricating a concept for effective solution based alternatives
WHAT USERS HAD TO SAY
Interviewing the users for their feedback on current Carwale offer card
< 2
minutes
spent on car
model pages
on average
by users
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Understanding the typical car buying user
best
offers
model
specific
offers sought
by users
for various
brands
wanted by
users at the
time of their
research
Primary feedback from user interviews
The card looks the same after submitting user information
Low expectations of getting best deals
Car model name not there in the offer card
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CTA stands out the most and is mistaken as heading
Card looks dull and does not have attractive colours
Readability is low and there is a lot of content present
EXISTING REFERENCE
Examining how websites with similar nature work for offer sections
Competitor websites lacked a dedicated section for offers, instead opting for a single button for user interaction.
Observations
Visual Distinction
Clear offer presentation and prime placement
Additonal Offers
Focused Icons
Showcasing of complementary offers in a carousel
Icons used when necessary, with supporting text
Benefits Highlight
Gradual Reveal
Clearly state the key benefits of the offer in the description
Provision of pop-up(s) to browse any extra information
STAKEHOLDERS
Discussing with the stakeholders to assist in achieving the business goals of the brand and figuring out how it can most effectively cater to the users
Product requirements
Dealer listings
Location access nudge
Offers Scenarios
Boost lead capture
Strategic placement
A provision that enables users to easily connect with multiple dealers
80% of users do not share their location on carwale, affecting offers availability from brands
According to location and brand campaigns the offer section will change
Introducing additional placeholder/cards to capture more leads
Consider adding prompts on high-traffic pages to capture more user leads effectively
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Insights
Based on the above findings and observations, the following insights can be assimilated:
Poor Presentation
Low Visual Appeal
Lack of Confirmation System
User need
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Observation: Presentation of offer card could not ensure user trust.
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Evidence: Card content and structure were unattractive, hence infusing confusion and lack of trust.
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Observation: Card contrast is insufficient for readability, and colors are unappealing.
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Evidence: User interviews consistently pointed out the dull presentation.
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Observation: Need of confirmation on users’ submitting their information.
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Evidence: Users asked for why the offer card looks the same after they gave their information.
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Eventhough users faced difficulties, those interested in buying a car went ahead with interaction with the offer card showing intent and need.
Confusing Call to Action
Information Overload
Business Intent
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Observation: Ambiguity created by Call to action.
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Evidence: Users spot the CTA but were mistook it as heading, indicating a need for a better design CTA to serve its function seamlessly.
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Observation: Lack of data chunking leads to information overload.
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Evidence: Users model seek specific offers but are overwhelmed by the amount of information.
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Introduction and discoverability of dealers in the offer section and creating hooks on on other pages than the model page aligning with the typical users’ buying journey.
let users easily access offers from brands and dealers across multiple locations and product campaigns
How might we?
improve offers for a great user experience, boost interaction while keeping carwale's brand consistent
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Design solution
Equipped with insights from research, a design approach was formulated to find a solution
OFFER ESSENCE
Based on the consolidated insights from preliminary research, user interviews and product discussion the following approaches were constituted based on design guidelines and user psychology for the core offer section
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When presenting a lot of information, ensure it should be displayed in a data chunks to avoid overwhelming users
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The section must stand out in relation to rest of the viewport and page to capture users' attention using contrast, colour and icons
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Clearly communicate the benefits of the offers to nudge users in making informed purchasing decisions
Cognitive Overload
Von Restorff Effect
Value Proposition
The offer sections should follow a similar structural layout as offers users encounter on other websites
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Highlight key elements first: offerings and primary call to action, and then proceed towards dealer offerings
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Jakob’s Law
Visual Hierarchy
Provide a clear and defined call to action along with confirmation indicators to guide users through their interaction with the offer section
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Design at Scale
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Call to Action
Establishing and maintaining design consistency across all design elements and iterations to match with the current Carwale’s brand identity
Brand offers
Section will feature offerings from car brands available with validity, terms and conditions nationwide and will be of primary focus
Offer claim CTA
Heading with name of the model
Benefits made available from the car brand
OFFER ANATOMY
After deciding upon the core structure, the layout for the same was finalised based on brand and dealer campaigns available for the users at their location of choice
Dealer Offers
Users can explore dealer offers by selecting their location to access nearby dealer. Brand and dealer offers will be displayed together for user convenience and dealer discoverability.
Get Best Deal
find dealer prompt card
‘dealers around you’ section
dealer card carousel
A separate carousel card will capture user attention on certain pages, offering options like Test Drive, Check Wait Time, Financing Assistance, and Exchange Benefits. Post Lead Collection, the it will show car recommendations in place of the intent cards.
Intent Cards
Confirmation message
After the user has submitted their name and phone number which is called lead, there will be a confirmation message in place of the CTA as shown in the example below
Buying assistance initiated
These major layout structures enable varied content permutations in each card based on required scenarios like brand and dealer based product campaigns
Permutation & Combination
Pincode section
Heading
Input field with link type CTA
Cards within the offer section will prompt users to input pincode input field so as access location specific offers
Get Best Offer
Card sorting by Product and Design teams helped to distribute the offer section based on heat maps and scenarios across various positions in high traffic pages.
Position 1
Position Distribution
Position 2
This will be closer to top or high heat zone of the page, after car details and pricing
Contains offer combos based on scenarios
This will be further down, where users learn about the model and page type.
BRAND OFFER + PINCODE SECTION
PINCODE SECTION +
OFFER CTA +
DEALERS AROUND YOU
BRAND OFFER + DEALER CAROUSEL
Page Distribution
The Offer section types and or combos are distributed amongst the high traffic pages
IN ORDER OF DECENDING USER TRAFFIC
Model page
most users land after doing a browser search for car models
DEALER CARD CAROUSEL
BRAND OFFERS EXIST:
NO BRAND OFFERS EXIST:
BRAND AND OR DEALER OFFERS EXIST:
NO BRAND OFFERS EXIST:
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WHEN USER HAS SELECTED LOCATION
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WHEN USER HAS NOT SELECTED LOCATION
Gallery page
users explore colours and images for car models/ variants
Scenarios are meant to dictate the presence of various section types as shown above in combination (offer combo) based on the availability of brand and dealer offers and location access given by the user.
Variant page
users can compare between features acorss variants for a car model
INTENT CARDS PRE LEAD SUBMISSION & RECOMMENDATION CARDS AFTER IT
INTENT CARDS PRE LEAD SUBMISSION & RECOMMENDATION CARDS AFTER IT
INTENT CARDS PRE LEAD SUBMISSION & RECOMMENDATION CARDS AFTER IT
INTENT CARDS PRE LEAD SUBMISSION & RECOMMENDATION CARDS AFTER IT
OFFER COMBOS IN POSITION 1
SCENARIO
OFFER COMBOS IN POSITION 2
Price in city page
users land here from links on the model / variant page, to check out on-road prices in different cities
Considered scenario
Brand Offers Exist
Flow 1
Location access
Not given by user
goes to carwale model page after doing browser search for car model
Yes
No
No
Yes
Location Pop up
Pincode section
Appreciation message
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Default dealer name and intimation
Car model/ variant page
back to car model/ variant page
Gives location details
Fills up form
Brand Offer
Confirmation message
Offer Combo
Offer Combo
PROPOSED USERFLOW
With the new framework for offers, let us observe a few userflows for the same
Clicks on ‘Get Offer’ CTA
Enters pincode and submits
Brand offer flow
Pincode flow
Closes pop up
Lead form pop up
Start
After selecting the dealer of choice
Lead form pop up
Offer Combo
Flow 2
Dealer Carousel
Clicks on ‘Dealer Offer’ CTA
No
End
Considered scenario
No Brand Offers
Dealer Carousel
Confirmation message from the selected dealer
Offer Combo
Fills up form
Yes
Appreciation message
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Location access
Given by user
Start
Lead form pop up
Intent Carousel
Offer Combo
After selecting the intent card of choice
Clicks on Context CTA
Considered scenario
Brand/ Dealer Offers Exist
End
Recommendation card carousel
Fills up form
Appreciation message
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Default dealer name and intimation
Closes pop up
Flow 3
Location access
Given by user
No
Yes
Selected dealer name and intimation
Closes pop up
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Final Screens
The following are the design screens
Brand offers
a scenario where brand offers exist and user has not provided their location
after user has given location access via the pincode section
and when the user has provided their information to Carwale (lead) and is back on the offer section
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Cash Discount Upto Rs.10,000/- OR FOC
Accessories Upto Rs. 12,296/-
Honda City Offers
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Honda Customer Loyalty Bonus of Rs.5,000/-
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Corporate Discount Upto Rs.6,000/-
Offer valid till 21 Dec 2024
Check best offer in your available area
T&C Apply
Enter Pincode
Get Best Price
View All Dealers
Honda City Dealers in Delhi
Sahej Honda
Lajpat Nagar, Delhi, 110024
Pri
Get Best Deals
Call Dealer
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Cash Discount Upto Rs.10,000/- OR FOC
Accessories Upto Rs. 12,296/-
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Honda Customer Loyalty Bonus of Rs.5,000/-
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Corporate Discount Upto Rs.6,000/-
Honda City Offers
Offer valid till 21 Dec 2024
T&C Apply
View All Dealers
Honda City Dealers in Delhi
ler
Priyam Honda
Greater Kailash, Delhi, 110024
Buying Assistance Initiated
Buying Assistance Initiated
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Cash Discount Upto Rs.10,000/- OR FOC
Accessories Upto Rs. 12,296/-
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Honda Customer Loyalty Bonus of Rs.5,000/-
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Corporate Discount Upto Rs.6,000/-
Honda City Offers
Offer valid till 21 Dec 2024
T&C Apply
ACCORDING TO ONGOING CAMPAIGNS
Pages present - Car Model/variant, Price in city and Image Gallery
Dealer offers
DISCOVERABLE WITH LOCATION ACCESS
Pages present - Car Model/variant, Price in city and Image Gallery
with only dealer offers present, offer section will contain location biased elements which shall help users to discover dealers in their particular location
Honda City Offers
Honda dealers around you
Enter Pincode
Check best price in your available area
Get Best Price
Get in touch with authorised Honda dealers to get the best offer
Find a dealer near your current location
Set Location
after providing location, users can now access nearby dealers
View All Dealers
Honda Dealers in Delhi
P
Sahej Honda
Lajpat Nagar, Delhi, 110024
Get Best Deals
Call Dealer
then filling up the lead form user gets the confirmation for buying assistance
P
Buying Assistance Initiated
Sahej Honda
Lajpat Nagar, Delhi, 110024
Honda Dealers in Delhi
Intent cards
A MORE CONTEXTUAL WAY TO ACCESS OFFERS
On high traffic pages, the shown below card carousel provides benefits by Carwale to the user
Need Financing?
Avail Car Loan
Our loan partners will help you find the lowest EMI to finance your Honda City purchase.
Interested in a Test Drive?
Test Drive
Honda will arrange a test drive at your convenience
Check Wait Time
Availability
We will arrange a call back with model and colour wise wait time and availability details.
Need to Exchange your old car?
Exchange Vebefits
Get Best Resale Value, Exchange Offers, Honda Discount Offers, and Doorstep Service
to get the above benefits, users provide their contact information with Carwale
Pages present - Car Model/variant and Image Gallery
In action
here are some of the important screens in the relevant pages
carwale offers
variant page
price in city page
BRAND BASED OFFERS
ROOT FROM CAMPAIGNS THAT CAN BE REGIONAL OR PAN - INDIA
BRAND + DEALER
INTENT CARDS
car model/ variant page
DEALER ONLY
image gallery page
THE INTENT CARDS SERVE MORE AS EXTENSION TO OFFERS
WHEN COMPARED TO THE OTHER OFFER SCENARIOS
DEALER CAROUSEL
PROVIDING LOCATION ACCESS
FIRSTLY ASSURES THE USERS WITH AVAILABILITY OF NEARBY DEALERS
AND SHOWS LOCATION SPECIFIC BRAND CAMPAIGNS
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Impact assessment
After a fixed time period, the new designs were reviewed by the users and assessed based on success metrics to analyse their performance
USER RESPONSE
A review of the new offer section on Carwale mobile website was done with the users. Here are the collective responses at a glance:
Users said that are able to see what different offers are available for the cars that they were considering to buy
Some users reported that the offer section is easy to read and quick to scan through
Finding offer cards placed on image gallery page was helpful to them
Hesitant users were at ease after seeing nearby dealers from giving location access
SUCCESS METRICS
To gauge an outcome of the new designs, the following primary metrics were considered over a time of 30 days after launch:
GOAL
3%
the percentage change in capture of unique user name and contact through CTAs from the offer sections
Generated leads
ACHIEVED
4.7%
the increment in percentage of the ratio of captured leads to converted leads (assured buying customers)
2.7%
Lead conversion
3.9%
percentage click through rate of the CTAs from dealer sections
new metric
Dealer CTR
79%
percentage increase in location access after the introduction of the offer sections throughout
7%
Location Access
10%
Number of monthly user visits at Carwale website
40 million
Average lead conversion rate in the product segment at the time
2.5%
Learnings
In innovation, low-effort experiments iterate until sustainable polish. This project was a thrilling payoff with a high-risk, high-reward scenario defying conventions of a product-driven firm that is well received within its userbase.
As I reflect, I feel exhilarated yet apprehensive. This journey marked a milestone in my learning and offered a chance to become the design project lead, ushering in profound professional growth.
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REWARD
RISK
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