A successful business starts with a high-quality product or service, but the reverse is not warranted. There are many other ingredients needed for its sustainable future. Once you have a good product, then comes the need to improve, innovate and expand the market share.
Successful customer engagement is the most essential such ingredient in today’s fiercely competitive market. Most brands struggle to find the right platform to facilitate effective consumer engagement. We, at NeuroTags, understand this challenge deeply and have built a powerful platform for just that — the NeuroTags eWarranty Engine!
NeuroTags eWarranty Engine
NeuroTags eWarranty Engine is a turnkey solution for brands (especially electrical-electronics and accessories) to offer a warranty on their products to end-users. Buyers simply scan the tag-code on the product, using their smartphone to register for warranty digitally.
Digital warranty is a must for brands and a huge plus for buyers. Brands collect real-time data about their customers’ interactions and registrations while customers can register within seconds and don’t need to keep a physical warranty card. This simplified digital registration swiftly outperforms the industry’s paper registration standard. The digital warranty also eliminates fraudulent claims from counterfeits and crooked retailers, saving brands money and logistics overhead.
Continuously striving to be better with each passing day
After deploying Neurotags eWarranty Engine, our clients observed a warranty participation rate up to 13% vs 1 to 3% industry standard that they had gotten earlier. Digital registration data is structured (no need for manual data entry), is much richer with geo info, and comes instantly the moment user scans (not a week-long postal mail).
“The biggest room in the world is room for improvement.” – Helmut Schmidt
And so, we’ve done just that! We made a number of optimizations to the process that leads to an astonishingly 35% engagement rate.
We know clearly that users want brand’s offerings, but there are many physical attributes and users’ psychological perceptions that draw them away from filling that registration form. Below are the significant changes that we’ve implemented to counter those factors and achieve that result.
Shrinking the registration form size
Many times users don’t mind giving away the benefits, a brand is offering, just because they don’t want to fill registration forms. It is fascinating to know that the same users start to fill the same number of fields if the form is broken into steps and a lesser number of fields are shown at a time. We too shrank the warranty registration form size (removed white spacing) without reducing the number of input fields, and to our surprise warranty participation increased noticeably. The participation rose up to 16% from 13%.
Breaking the registration process in two steps
The rise in participation just by shrinking the form’s white spacing made us look for ways to improve it further. We realized that many users still get into the time calculation by seeing the number of input fields, even if it actually takes 1 minute to fill the form. To target those users, we thought of breaking the registration process in 2 steps. This change reduced the user’s friction more, and warranty participation rose to 20-22%.
Bringing more clarity in UI with the help of right icons
On our registration form, we needed the user to upload the picture of the product invoice/receipt. Many of the users were skipping to read the field caption, and by looking at the icon, they were getting confused. And they were uploading their head-shot instead of the invoice/receipt picture. We addressed this issue and removed this probable confusion by changing the icon. After changing the icon, almost 100% of the users started to upload the picture of the product invoice.
Showing the registration form on code scan
On the product code scan, we were first showing the product details page, and at the mid of the page, the warranty registration button was being shown. Many users were scanning the product code but were not registering for warranty. By looking at this pattern closely, we realized that many of the users may not be scrolling down or just may not be clicking the button. So we decided to reduce the user friction by taking the user directly to the registration form. This change had a massive impact on warranty participation percentage, and it grew to 30-35% just in a week.