Cash Back Education

RetailMeNot launched a cash back education campaign to explain to our users how and why to use cash back with RetailMeNot. Learn more about it here.

Project Overview

For this initiative, I worked cross-functionally with multiple teams to build a custom-designed education landing page here using Airtory, and we have been driving traffic to the page through owned marketing channels.

Core Team

  • Product Designer - Nick Hughes

  • Sr. Content Strategist - Shelly Leyden

  • Sr. Product Manager - Kyle Albright

  • Customer Care Manager - Anita Cobb

  • Marketing Creator Director - Krista Maloney

Design Challenge

Even though the majority of our users who visit RetailMeNot understand that our site offers savings coupons, we still have many visitors and daily users who don’t understand how the cashback program works. Currently, we use a link at the top of the Cash Back HUB that scrolls the entire page down to a section of text that only a very small percentage of users actually read. A lot of customer care calls are about how cashback works and the cash-out (redeem) expectations.

Hypothesis

  • Create a clear path for users to have the ability to choose and update their redemption options while cashing out their balance, which will lower customer care inquiries for users who have issues with the current redemption flow.

  • A smooth first redemption process will help in our effort to retain more cashback users long term.

Goal

Use the learnings from the initial push to optimize a second version of the page for a paid user acquisition test for cashback. The long-term goal is for this page to help the product/design team make informed decisions about implementing educational messaging for new users on the cashback hub.

Success Metrics

  • Increase engagement

  • User account creation

  • uCTR (user click-through rates)

Discovery & Research

We started by reviewing the existing cashback experience, customer care feedback, and performance data from the first version of the page. While many RetailMeNot users understood coupons, cashback required more education on how to earn rewards, track their balances, and redeem rewards through options like PayPal or Venmo.

The current “How It Works” link was easy to miss and did not provide enough guidance throughout the experience. This created confusion for users who were interested in cashback but unsure how the redemption process worked or what to expect after cashing out.

These insights showed that the next version of the page needed to make cashback education more visible, reduce uncertainty around redemption, and give users a clearer path to confidently engage with the Cashback Hub.

Solution

After working cross-functionally for 3 months,  we built an impactful “How It Works” page using a new tool called Airtory to support user education and drive engagement. You can check out the new page here.

About RetailMeNot

RetailMeNot is a savings destination that influences purchase decisions through the power of savings. Our goal is to make everyday life more affordable. With 24,000+ retailers we are partnered with, we try our best to connect with our active, engaged shopping audience, as we drive the growth for more than 70,000 brands internationally.

Results

  • Increase engagement: +21.1K (+2.2%) increase in impressions

  • User account creation: +4% increase

  • uCTR: 6% → 32% increase