Increasing Signet Jewelers’ E-Gift Card Conversion Rate by 1.9x
Signet Jewelers is the world's largest retailer of diamond jewelry, operating well-known brands like Kay Jewelers, Zales, Jared, and more.
The Problem
Customers were facing numerous issues when trying to purchase an e-gift card on the website. These problems were highlighted in surveys that were triggered when customers abandoned the process.
Customer Feedback
“The message length in the gift card was limited.”
“More explanation of e-cards vs physical gift cards and how to use either.”
“It took three days to receive an electronic gift card—such a hassle.”
The Solution
First, we identified the customer pain points through Voice-of-Customer surveys during cart abandonment and post-purchase. Then, we collaborated closely with both Product and Engineering to define technical feasibility for each pain point. One of the frustrations the customers were having was the limited personalization. I led our researcher, copywriter, and designer to identify and test what type of imagery and pre-written messages the customer wanted. My team used UserTesting.com to gather feedback. I led the team to redesign the entire experience from entry points to purchase to recipient delivery.
The Results
We delivered a more engaging, personalized gifting experience that drove significant gains in engagement and conversion while improving overall customer satisfaction.
New Features Included:
Select from occasion-specific card designs
Choose or write personalized messages
Preview the recipient experience before checkout
User Engagement Results:
2.5x increase in Add-to-Cart rate
1.9x increase in Conversion rate
15% adoption of new pre-written messages
