Primera improved the redeem process for its Keuze Cadeaukaart (PKC), a key B2B gift card, by addressing persistent user frustrations. Despite earlier updates, users still found the saldo check and redemption flow confusing, often repeating steps and asking common questions. A new redesign, based on user research and an exit survey, introduced a clearer interface with a unified saldo/redeem box, step-by-step instructions, and better FAQs. The 14-day test led to a significant increase in mobile and in desktop transactions, with an expected annual revenue boost. The update especially benefits B2B clients by improving employee experience and reinforcing customer loyalty.
Category
Conversion
This category focuses on optimising the customer journey on websites and applications. Although the ultimate goal is to increase conversion or revenue per visit, this category is not limited to that aspect alone.
Examples of previous conversion winners
Primera
Case: From Friction to Flow: Enhancing the Primera ‘Keuze Cadeaukaart’ Redeem Flow
The jury highlighted Primera’s case for its customer-centric approach, thorough user research, strong teamwork, and rigorous data validation—all of which resulted in measurable business outcomes. With clear strategies and next steps laid out, it’s no wonder this effort stood out as a winner.
PostNL
Beyond Content: Vizualizing the Online Price Benefit
To highlight the cheaper online shipping label, we ran 5 A/B tests that steadily improved conversion and revealed key user insights. The first test, which made the price benefit more visible, boosted conversions significantly. Crucially, it also showed that most users missed the label entirely because they didn’t open the product details. Follow-up tests focused on increasing detail opens. When that wasn’t enough, we tested showing all prices upfront. The first try failed, but the second led to a siginificant uplift. This iterative approach turned one test into a series of learnings and improvements, with each winning variant becoming the new baseline.
Jury Conclusion
According to the jury, PostNL stood out for its iterative approach—each new experiment builds directly on lessons from previous tests, with minimal changes made each time. This method clearly links impact to specific adjustments, and focusing on the same hypothesis strengthens the results. The CRO specialists also used multiple data sources to guide experiments, demonstrating a truly data-driven approach.
Submit case 2025
Questions?
If you have any questions about submitting a case, please contact DDMA:
Email: merelbracht@ddma.nl
Phone: +31 20 452 84 13