Offers That Convert

Redesigning checkout incentives as a decision architecture — 38% lift in offer application

Cashfree Payments · Lead Designer

Context

Cashfree's checkout experience supported merchant-configured offers and discounts, but the existing implementation treated offers as an afterthought — a small text link buried in the payment flow. Merchants were investing in creating offers, but conversion data showed most users never even noticed them.

Problem

Offer visibility was low, application rates were poor, and the experience of discovering, understanding, and applying an offer was fragmented. Users who did find offers often couldn't tell which ones applied to their payment method, leading to frustration and failed applications. This was a missed opportunity — both for merchants trying to drive conversions and for users looking for the best deal.

Design Requirements

We needed to make offers visible without being intrusive, contextual to the selected payment method, easy to understand at a glance, and seamless to apply. The solution had to work across Cashfree's multiple checkout integrations and not add steps to the payment flow.

Solution

We redesigned offers as a decision architecture layer within checkout. Offers surface contextually based on the user's selected payment method, with clear eligibility indicators and one-tap application. We introduced an offer discovery panel that organizes incentives by type and relevance, and added real-time feedback showing the discount applied before final payment confirmation.

Impact

Offer visibility increased by approximately 60%. Offer application rates improved by approximately 38%. Checkout completion saw an estimated 20% lift for sessions where offers were present. The redesign also reduced merchant support queries about offer configuration and user complaints about failed offer applications.