Redesign · Ecommerce
Checkout marketing consents redesign
The goal of this project was to increase user sign-ups for marketing communication channels, including the newsletter, SMS, and phone contact.
Research & Analysis
BENCHMARKING
While analyzing other e-commerce stores, we noticed that many of them used dark patterns, such as pre-selected marketing consents. We wanted to avoid this approach and focus on transparency and user value.
We also found that marketing consents were often placed as a simple checkbox below the email field or right before the payment step. In both cases, users frequently overlooked them because they blended into the checkout form or appeared at a moment when users were focused on completing their purchase.
users problems
Users do not want to share their personal data without getting something in return.
Users are worried about spam and too many marketing messages.
businnes problems
The business wants to increase the number of users who can receive personalized promotions.
Email and SMS are the primary communication channels, and promotional campaigns are run very often.
Giving marketing consent can lead to higher sales.
design challanges
How can we encourage users to give marketing consent without using dark patterns?
How can we encourage users who have given one consent to consider giving additional consents?
How can we optimize the checkout layout without making the purchase process longer or adding an extra step?
Design process
Iterations & Testing
At the beginning, we tested different color versions and more generic stock-style visuals. After testing, we chose visuals related to Care Club, the loyalty program's communication.
We then ran A/B tests, comparing the existing version with the new design. After just three days, the results were very promising: a 110% increase in SMS consents and significant growth across other communication channels as well.
Key Changes
New checkout consent section (Step 1)
Each consent was shown separately.
We explained the benefits of each consent, such as exclusive SMS offers.
We added simple icons for each communication channel to make the choices easier to understand.
We displayed a reminder card if users gave only some of the consents.
The card reminded them about the other available options.
Results & Conclusions
bussines results
+40% increase in engaged customers
2.5× increase in SMS consents
Better communication quality
conclusion
Transparency and clear communication work better than dark patterns.
Visual elements and separate content blocks help users make decisions.
The reminder on the last checkout step worked well – many users added more consents.
