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Refresh Upgrade Cert

Refresh Upgrade Cert

Background

The Upgrade App Certificate (App Cert) experience currently presents customers with outdated content, offering only a static down payment amount and no visible car options. This creates a disconnect between what Upgrade customers see and what’s available in the modern financing App Cert, which now includes dynamic content and car carousels. Check out my research and thought process here.

Challenge

Upgrade customers are receiving an old version of the App Cert that displays only a single down payment value and no vehicles.

Why it matters:
Upgrade customers are among the most profitable segments. Delivering a modern, engaging experience can help drive more conversions and better serve this high-value group.


Solution

The proposed updates to the Upgrade App Cert include:

  • Carousel of Cars
    Introduce a vehicle carousel following the same logic as the finance App Cert carousel, showcasing the nicest available cars that match the customer’s minimum required down payment.

  • Revamped Top Section
    Redesign the green header section for consistency with other certificates and a modernized appearance.

  • Updated Messaging
    Reinforce the idea that Upgrade customers are getting a special deal—tailor language to emphasize exclusivity.

  • Verbiage Consistency
    Retain all Upgrade-specific terms and legal disclaimers to ensure compliance and clarity.

Conclusion

Upgrade customers deserve a premium experience that matches their value to the business. By modernizing the App Cert to include a carousel of vehicles and a refreshed design, we can better engage these users and drive more conversions. This initiative aligns with broader efforts to streamline certificate experiences across segments and increase lead-to-sale ratios.

Results:

  • 4% of users click on a carousel card

  • 91% of users who view App Cert at some point navigate to VSR

  • 87% of users who view App Cert at some point navigate to VDP

  • 80% of users click the Shop All Cars CTA

Old view:

  • #1 clicked CTA was 'See Dealership Inventory' at the bottom of the page

  • Average time on page: 1m58s

  • Median scroll depth: 90%

New View

  • #1 clicked CTA is 'Shop All Cars' CTA above the fold

  • Average time on page: 57.38s

  • Median scroll depth: 35%


Observation: By placing the CTA and vehicle listings above the fold, we reduced friction and time on page, allowing customers to access VSR and VDP more quickly.