In 2020, the product manager, operations team, and I were launching a promo page to attract more hitch drivers in South America and Brazil. In certain cities, new drivers have extra rewards for the first order. It is like a regular promo page we did many times before. However, even though we conducted several rounds of tests, critiques, and iterations on the promo page, the conversion rate is not meeting the expectation.

So we asked engineers and data analysts for help and they found: Because in many areas, the phone signal is unstable and has low speed to load the page. What's worse, users needs to wait for the data result sent back to check if they are eligible for the reward, and then it starts to load the promo icon and copywriting if eligible, before which users might already exit the page. Besides, eligible users might see the icon and copywriting show up suddenly even after the page is loaded for a while, which makes them confused and lose trust! This is the reason for the low conversion rate!

With the help of engineers, we concluded a new solution which is to load the icon directly as a general element but request data to determine the copywriting because text loads much faster than the icon. Therefore, users are less likely presented with sudden popup information. Besides, for ineligible users, we still show general copywriting to help them perceive the ‘earn more’.

Eventually, the CR is dramatically improved to our goal and metric. Thanks to our mates from different teams so we can have a better technical understanding to design with inclusiveness and accessibility. For certain countries, we need to consider the adaption of strategy to meet device requirements of local users. Nobody wants to spend 30 s waiting for a fancy gif loading when you have a low-speed network.