Miles & More credit card: Usability testing of campaign landing pages
Over a period of five days, 24 testers aged between 18 and 63 completed a use case for the Miles & More Gold credit card. Thirteen female and eleven male testers completed the usability test on 24 devices.
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“Usability testing is essential for the technical and content side of our product. This is the only way to ensure that the website is easy to understand and use. At the same time, we check whether the goal of structured, relevant and, above all, activating content is achieved.”
Landing page of the Miles & More Gold credit card
Testbirds supported Miles & More and DKB with usability testing in the area of credit cards. The newly-designed landing pages were optimized using the Gold credit card as the basis. The focus was on open written feedback, while a click dummy and think aloud videos were also used. With the help of crowdtesting, Miles & More was able to derive crucial insights to optimize the credit card landing pages on the live website, increase their conversion rate, and avoid turning real customers into testers.
Miles & More
A wholly owned subsidiary of Deutsche Lufthansa AG, Miles & More GmbH is the operator of the Lufthansa Group‘s loyalty program. As Europe‘s leading loyalty program for frequent flyers, the company has established itself as a prominent brand across various areas, with approximately 300 employees specializing in rewards business, program operations, data science, status management, and partner offers and services. The Miles & More credit card (issued by Deutsche Kreditbank) consolidates the features of the Miles & More service card and credit card-specific services in a single card. This enables customers to collect miles not only while flying, but also on the ground at over 35 million Mastercard® acceptance points worldwide.
Deutsche Kreditbank
Client’s needs
With over 30 years of experience cooperating with around 200 partner companies worldwide, Miles & More is an expert in customer acquisition and retention. Testbirds supported Miles & More with optimizing their newly-designed landing pages, using the Gold credit card as the basis. This aimed to increase the user-friendliness and conversion rate of the page.
The focus was on open written feedback to get valid, immediately actionable feedback from the target group. In addition, a click dummy was provided to crowdtesters to test a revised version of the page. Through the documentation of think aloud videos, the tests met the overall goal of evaluating the comprehensibility of the upper funnel of the credit card landing pages. Miles & More wanted to better understand their target group and uncover the exact usability problems that they struggled with while interacting with the prototype.
Test setup
Over a period of five days, 24 testers aged between 18 and 63 completed a use case for the Miles & More Gold credit card. Thirteen female and eleven male testers completed the usability test on 24 devices. The crowdtesters were divided into two groups of testers and two groups of devices and answered nine open-ended and seven closed-ended written questions. Half of the testers had prior information about the credit card and the rewards program. In addition, all testers were required to have a basic interest in credit cards but not yet owning a Miles & More credit card.
Six of the 14 PC testers and four of the ten smartphone testers created a screencast while thinking out loud for the specific use case. These videos were analyzed for usability issues and evaluated by Testbirds project managers in terms of their severity. The complete test was carried out within a prototype. This was already an optimized version of the Gold credit card offering and served as a basis for the optimization of the credit card landing pages on the live website.
Results
In evaluating the results, the usability feedback was distinguished between individuals who are familiar with Miles & More credit cards and those unfamiliar with them, as well as the different device types used. Since the website needs to cater to both target groups, it was crucial for Miles & More to consider these different perspectives in the testing process.
In the written usability feedback, the simple structure of the landing page with an understandable arrangement of information stood out as a positive highlight.
More clarity was desired, especially about cost information and page length. The testers suggested a dropdown menu or search bar to avoid long scrolling on the page. In total, five usability problems were found among the smartphone testers, while eight problems were discovered among the PC testers. These problems were rated based on their frequency of occurrence.
In addition to the categorized usability problems, the feedback provided by the testers offered valuable insights to Miles & More regarding the comprehensibility of the upper funnel of the Gold credit card. Most users demonstrated a clear understanding of the benefits offered, such as insurance coverage and earning miles beyond flights. However, they also indicated areas where further information was needed to fully understand the offer. By analyzing the detailed final report, Miles & More was able to derive crucial insights to optimize the credit card landing pages on the live website, increase the conversion rate, and avoid turning real customers into testers.
“The focus of our testing was primarily on the technical redevelopment of the CMS modules. However, the users once again made it clear how important the content component is. In this regard, we were able to take away more insights than originally expected.”
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