Add promo countdown in bag

Experiment

Test AB

Countries

All

Platforms

WEB

Context

- We know that outlet users prioritize savings and feel aversion to loss.

- We have validated that displaying a countdown on the Home and PLP increases conversion (+4.9% on mobile, +1.9% on desktop).

- We have detected issues reported by Customer Service, where users start their purchase during a promotion but complete it after the promotion has ended, causing confusion when they see that the prices have changed. We believe this happens because, as users move further down the funnel, the promotion information and countdown become invisible.

- We know that 86% of our users add products to their cart but do not complete the purchase.

Hypothesis

We believe that by adding promotion information and its countdown in the cart during the last 48 hours of the promotion, we will prevent the loss of visibility of the discount, reinforce urgency, and encourage users to complete their purchase, thereby reducing cart abandonment.

Understand the promos

I worked closely with the business team to identify and map out the various types of promotions active on the e-commerce site throughout the year. Based on this analysis, I designed a flexible and scalable solution that could cover all scenarios, allowing efficient implementation across different touchpoints of the site.

Benchmark

I conducted a competitive benchmark focused on how other brands communicate promotional urgency across the funnel:

- How other brands display countdowns at various touchpoints

- How other brands communicate the expiration of a promotion or benefit

- Aesthetic references

This analysis helped us identify effective design and communication patterns, which served as the foundation for guiding strategic and design decisions for our solution.

Data analysis & User flows

In collaboration with the analytics team, I conducted an in-depth analysis of the navigation funnel to identify the most frequent paths, the highest traffic points, and the level of exposure users had to promotional communications.

This data-driven approach was key in defining when the countdown should appear in the user journey and how to communicate the benefit in a clear and contextual way.

The analysis allowed us to align the communication strategy with actual user behavior, optimizing the visibility of the promotion and increasing its impact on conversion.

Content design

I worked closely with a content designer to define the content strategy for the promotional banner with a countdown, ensuring clear, consistent communication aligned with business objectives.

Together, we identified all use cases across the e-commerce site, considering the messaging for different types of promotions and stages of the funnel.

We also developed a scalable localization strategy, ensuring that content remained relevant and culturally appropriate in all markets where the brand operates.

Wireframing and development

- Along with the development team, we designed an agile and automated technical solution that could be activated and configured by the business team through the content stack, with no dependencies, and across all necessary touchpoints.

- I worked with the design system team to componetize the countdown and the promotional banner so it could be used throughout the entire journey.

- After several rounds of ideation, I defined the final wireframes, considering all use cases, accessibility, responsiveness, and flows.

AB Test

- Control: no countdown

- Variant: promo banner + countdown in the bag during the last 48 hours of the promotion

Results

Positive results in the begin checkout and conversion rates, although without statistical significance, as the cart page is one of our least trafficked pages, and the banner was only displayed for a short time.