Hey team,
I recently tried to sell someone on the world elite card. We went to the world elite page of the website and lost the customer when we saw the “boosted” rate in the tables before seeing the rest of the value of the card.
Since there was no other mention of “boosted” anywhere on the landing page, the customer felt like they had to dig for information on it.
Here’s what we found confusing/ her journey through the website:
- value was good until we got to the tables - she was pretty sold
- we got to the table and immediately lost her when she saw “boosted rate”
- there was nothing outlining what boosted really means
- she said “what does boosted mean? So is it $125/ year or more?” “Do I need another account? How does it work?” “I just wanted the credit card, why do I need to put money into an account to get the cash back?” “How much do I need to put in to get to 7% on groceries?”
- she’s a savvy consumer who was trying to do some value calculations in her head, but couldn’t find the information she needed quickly
- she clicked into the terms and conditions and the FAQ to try and learn more but there was nothing referring to the boosted amounts in there. She did not go to the everyday account page because to her it had nothing to do with the credit card.
- she lost trust instantly because she didn’t feel like it was transparent and felt that there were hidden fees
- instead of exploring further, she got frustrated and ended her journey
My suggestion: add more information about what boosted means so it’s quick, simple and clearly articulated on the landing page. Or, move it to lower on the page so it’s a value add vs distraction before the value has been clearly articulated to the client.
Ex:
Value
Value
Value
Value
Guess what? You can get even more value by doing this… add users, bundle your accounts to get boosted cashback etc
Sold
