Using the right language for the right users at the right time is a primary focus of mine. That’s especially important with the loyalty customers at Gap Inc. are some of the most valued so impacting that program requires research and cross-collaborative partnership.

Hypothesis

We wondered if simplifying the savings calculator information could help shoppers focus on what matters most, the savings. In addition to my design, business, and brand colleagues, this copy required close partnership with our legal team.

Opportunity

At Old Navy, the savings calculator in bag drives about 20% of online credit card applications but the same content in total (bag and checkout) across brands drives 60-80% of online applications. We focused on bag for Old Navy but there was a significant opportunity.

Results

After 133 days (to allow for phase 1: both challengers and phase 2: red challenger), the red challenger was identified was the most successful.

The estimated impact over the following 12 months is an incremental life of over $2 million (based on a .27% lift across all four Gap Inc. speciality brands).