Problem
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40 % of Capitec clients are opted out of receiving marketing within the app. Most clients find the marketing irrelevant and repetive and engagement rates are low within the app inbox space.

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Solution
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Capitec wants to reengage their client base to receive more relevant and personalised marketing, by giving clients the ability to choose what they want to hear about and thereby receiving more relevant messaging about products that would actually benefit them.

How we tested

We created user tests in Maze, where we were able to understand client's current frustrations and understanding of these settings. We also tested the language and categorisation of the various topics and tested for understandablity

Concept Designs & A/B tests

We created a host of concept designs and ran A/B tests with those prototypes with real clients in order to establish functionality preferences.

Our Findings
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1. We found that clients were onboard with the idea of selecting their relevant interests and that this could be an opportunity for us to reengage clients in this way.
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2. Clarity of wording and communication would be crucial. We needed to make it a lot more clear what clients were opting in to and ensure that they would not be frustrated

Multivariate testing on different states and user joruneys. We looked at various journeys like na.
new client onboarding, returning clients and finding the Prerefences within a message itself.

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High level findings

The results

Single Toggle option:

75% of clients reported a better understanding of what they were opting in to.
75% of clients also found it simple to opt out of receiving communications.

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Back to home

Connect

Capitec Preference Center

How we tested

Concept Designs & A/B tests