Groupon redemption
Groupon's receipt page didn't tell customers how to use their voucher, which led to post-purchase confusion and refunds.
The issue
Some Groupon deals are easy-peasy—just buy it and show up at the merchant. Others require some extra steps, such as calling the merchant to make an appointment or visiting a website to enter a unique code.
These extra steps weren’t shown anywhere except on the voucher details page, which took a few clicks to get to and an inherent understanding of where to find them. First-time customers would buy a heavily marketed deal that just so happened to require the extra steps, then experience frustration when this important information wasn’t readily available.
The fix
Including a button on the receipt page provided customers with immediate, visible access to the redemption instructions for their purchased deal. This solution required minimal engineering resources, and the use of the button element creates a sense of action for the customer.
