Lively Tea Microsite
Understanding why visitors left, and giving them a quick way to tell us.
Visitors were leaving. We needed to know why.
Lively Tea’s launch microsite introduced the products and directed visitors towards online purchases. I supported the rollout as part of the digital marketing team, with this work focusing on the microsite experience.
Early exits were especially high on mobile. Rather than guess what was putting people off, I designed a short feedback popup to ask visitors why they were leaving.
The same popup needed a different trigger
On desktop, moving the cursor towards the browser toolbar could signal that someone was about to leave. Mobile had no equivalent cursor behaviour, so I proposed two possible triggers: pressing Back and scrolling upwards beyond a set threshold.
These were signals to test, rather than proof that someone wanted to leave. The timing needed to collect useful feedback without interrupting people who were still browsing.
A reward first, or straight to the question?
I designed two approaches. The first offered a free bottle before asking for feedback. The reward could encourage participation, but it added another step.
The second showed the feedback form immediately. It asked less of the visitor, with no offer to read or extra screen to get through.
Making the comparison measurable
I proposed an A/B test to compare participation and completed feedback across the two flows, documenting the metrics and success criteria for the team. I wasn’t responsible for the analytics setup; my contribution was designing the variants and the test plan.
Checking the rest of the mobile experience
Alongside the popup, I reviewed the product showcase and checked typography, buttons, spacing and responsive layouts. I documented visual hierarchy improvements and mobile fixes so the team could work through the inconsistencies.
Small changes, useful feedback
The work gave the team two feedback approaches to compare and a set of responsive design recommendations. It also helped me separate what a design might improve from what needed evidence.
A popup could give visitors a way to explain their experience. The next step was checking whether they used it, what their responses revealed and which changes were worth making.