Our Favorite eCommerce Loyalty Explainer Pages

December 9, 2016
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When you’re designing an ecommerce loyalty program, there are many things you need to consider.   Elements like a program’s name and currency are super important for getting a customer’s attention.  Similarly, the ways customers can earn and redeem rewards can also help convince customers to consider joining your program.  However, none of this matters if they don’t understand how your program works.

Enter explainer pages!  Having an explainer page is one of the easiest ways to drive loyalty program engagement and participation because it helps customers understand how your ecommerce loyalty program works.  More importantly, it tells them how they’ll benefit by joining.

In general, an effective explainer page should:

  1. Excite customers about the program’s benefits
  2. Explain how the program works, and how to participate
  3. Convince the customer to participate

Based on this criteria, I’ve put together a list of 10 of my favorite explainer pages for ecommerce loyalty programs.  Let’s see what ecommerce loyalty excellence looks like!



Ritual’s Ritual Rewards

ecommerce loyalty pages ritual

When I stumbled upon this explainer page, I immediately fell in love with it.  Not only is it clean and simple, but it also uses a refreshingly vibrant color palette that helps their custom icons POP off the page.  

ecommerce loyalty pages ritual icons

By letting their icons do most of the talking, Ritual was able to keep their explainer page clutter-free and easy to scroll through.  With less words and fewer distractions, customers are able to easily understand the program and absorb more information faster, making it highly effective.

ecommerce loyalty pages takeaway subtitle

Less is always more!  Use a combination of icons, images, screenshots, and simplistic design instead of text to make your program’s information easier to digest.



BaubleBar’s The Vault

ecommerce loyalty pages baublebar

Like the jewelry they sell, BaubleBar’s explainer page makes a statement!  Without wasting any time, customers are told how to earn and spend rewards with simple iconography and bold text.  To really hammer it home, the thin geometric pattern in the background provides a great backdrop for the bold and vibrant feature image, drawing the customer’s eyes to the important information.

ecommerce loyalty pages baublebar perks

Aside from this introductory banner, there’s very little on the page.  A few simple icons describe the perks loyalty members receive, and a banner invites customers to participate.  This design method ensures that the page will pass the “blink test”, giving shoppers only the information they need in order to decide whether they want to join or not.  When a program’s this simple (and looks this good), why wouldn’t you join?

ecommerce loyalty pages takeaway subtitle

Simplicity is key!  Design your explainer page around your program’s most important information and be mindful of what information is going to stand out in that initial 3 to 5 second glance.



Muscle & Strength’s M&S Rewards

ecommerce loyalty pages muscle & strength

When you sell products online, people want to see pictures of each item so that they know what they’re getting.  The same can be said about ecommerce loyalty programs.  People join programs for the rewards, and while points and dollars off can be motivating, free products help illuminate a program’s tangible value.

ecommerce loyalty pages muscle & strength catalogue

Muscle & Strength has built their loyalty program rewards around products their customers know and love.  Through both their informative explainer page and a separate Rewards Catalog, customers can browse all of the available rewards and get an idea of what they’d like to earn.  Including these promotional or best-selling product rewards on your explainer page helps make the end goal real for your customers, encouraging them to spend more to get more.

ecommerce loyalty pages takeaway subtitle

If they see it, they’ll believe it!  Show customers real products to help make the value of participating in your program more tangible.



Spectrum's Spectrum Rewards

ecommerce loyalty explainer page spectrum

Readability is one of the most important features of any explainer page.  If you have paragraph after paragraph of text, chances are customers will assume your program is complicated and will choose not to join based on their initial impression.  This means it’s critical to answer key questions quickly: how your program works, how shoppers earn and redeem rewards, and how to sign up.

ecommerce loyalty explainer page spectrum how it works

Spectrum’s explainer page hits the nail on the head.  Right off the bat, customers are shown how the program works with short snippets of text accompanied by custom icons and branded photography.  Each of these features are both informative and on brand, eliminating the need for customers to visit a separate FAQ section.  

You really need to see the whole page to truly appreciate it’s design, but this is undoubtedly one of the best ecommerce loyalty explainer pages out there!

ecommerce loyalty pages takeaway subtitle

Get to the point!  Answer key questions quickly to avoid the need for a separate FAQ page and unnecessary clicking.



One Love Organics’ the love club

ecommerce loyalty pages one love organics

Imagine you’re a new customer visiting your site for the first time.  Are they going to be able to find your loyalty program?  If the answer’s no, you’ll definitely want to take a look at One Love Organic’s loyalty page – or rather, their loyalty tab.  

ecommerce loyalty pages one love organics modal

Unlike the other programs we’ve looked at so far, One Love Organic has both a beautifully designed explainer page and a pop-up modal. The modal can be accessed on any page of their site by clicking their Rewards Program tab.  From there, customers are shown what they can use their points for and invited to create an account.

One Love Organics understands that visibility is the number one way to encourage customers to join an ecommerce loyalty program, and has made sure that every single customer can find their loyalty program no matter where they are on the site. ecommerce loyalty pages takeaway subtitle

Make it visible! Whether you use a tab, a link in your navigation bar, or a pop-up modal (like these other sweet examples from Smile.io) to advertise your explainer page, getting it in front of people is the best way to get them to see it.



Columbia Sportswear’s Greater Rewards

ecommerce loyalty pages columbia

There are two reasons a customer visits an explainer page: to find out more about the program, or to sign up.  This makes it extremely important to design an explainer page that gives customers clear instructions on how to do that.  

ecommerce loyalty pages columbia CTA

Columbia raises the bar by building their enrolment form into the sidebar of their explainer page.  This makes their call to action highly visible without excluding any information about how their program functions.  Customers are shown told up front what information is required to join, and this transparency helps illustrate how uncomplicated the program is as a whole.  

This type of design appeals to both motivations for visiting an explainer page and results in a higher enrolment rate, making it highly effective.

ecommerce loyalty pages takeaway subtitle

Provide a clear call to action!  If your customers aren’t told to enroll, chances are they won’t.  Make participation with clear instructions and an easy-to-access enrolment form.



Marvel’s Marvel Insider

ecommerce loyalty pages marvel

I’ve been a Marvel fan for years, so when Marvel rolled the Insider program out I was all over that.  While I would have been interested no matter what the page looked like, they have done an exceptional job of using their explainer page to highlight the benefits of joining their program.  For one thing, rewards are featured prominently at both the top and bottom of the page, sandwiching the more mundane program details with the cool stuff customers actually want to know about.

ecommerce loyalty pages marvel tiers

The second and most notable benefit, however, is social status.  Marvel Insider rewards customers with social status by dividing customers into four customer groups, and this program feature is strongly emphasized on their explainer page.  

This is a genius move because VIP tiers are a loyalty feature that sets many successful programs apart.  Advertising it heavily on their explainer page helps Marvel move their program into an elite loyalty category that successful programs like Sephora’s VIB Rouge currently occupy.  In this way, Marvel’s explainer page communicates both what customers stand to gain and what they have to lose by participating or not participating in the program.

ecommerce loyalty pages takeaway subtitle

Show off what makes you different!  If you offer something that no one else does, highlight it to help shoppers see what makes your program special.



Godiva’s GODIVA Rewards Club

ecommerce loyalty pages godiva

If Godiva’s explainer page doesn’t make your mouth water, I’m not sure what will!  From top to bottom, their loyalty page is designed with delicious product photography as the backdrop.  Program elements are accompanied by high quality photos that help illustrate the quality and calibre of Godiva’s products, creating both purchase and participation intent.

ecommerce loyalty pages godiva photos

This type of explainer page is very appealing because people like images.  The less text you have, the more likely people are to read the little copy you do have, and Godiva has taken this concept to another level by repurposing program details as photo captions.  This combination of photos and text brings their program to life in a different way, allowing them to leverage the appeal of their products as a component of their loyalty program.

ecommerce loyalty pages takeaway subtitle

Be visual!   Photography will help customers see how your program integrates with your brand as a whole, while providing an attractive backdrop for the nuts and bolts of your loyalty solution.


Nintendo’s My Nintendo

ecommerce loyalty pages nintendo

Nintendo has built their success on characters and stories that draw people together.  From Mario Party to Legend of Zelda, their brand is internationally known and inspires happy memories and positive responses from millions of customers worldwide.  In other words, the Nintendo brand is built on emotions.

ecommerce loyalty pages nintendo mario bros

It makes sense, then, that their explainer page was designed with these emotions in mind.  The My Nintendo explainer page is bright, colorful, and playful, with familiar characters explaining how to earn and redeem rewards.  These elements immediately make customers happy, and leads them to equate that emotion with the My Nintendo program.  

Nintendo’s explainer page demonstrates their keen understanding of emotions as powerful motivators.   As much as customers want to be rewarded, they also want to have fun!  So when an explainer page makes you feel this good, it’s very hard not to join.

ecommerce loyalty pages takeaway subtitle

Evoke an emotion!  Customers respond to positive emotions and are looking for experiences that make them feel good.  Color, fun characters, and familiar storylines will turn your explainer page into an engaging and informative loyalty tool.



Urban Outfitter’s UO Rewards

ecommerce loyalty pages urban outfitters

Customers want to participate in loyalty programs that not only benefit them but also fit into their life.  Urban Outfitters has gone above and beyond to show customers how UO Rewards acts as an extension of their lifestyle.  From special events to social sharing, customers are walked through the various elements of UO Rewards and how they fit together to deliver a seamless rewards experience.  

ecommerce loyalty pages urban outfitters lifestyle

With a combination of product and candid photography, customers are shown what interacting with the program looks like…and it looks pretty good!  Designing their explainer page this way gives Urban Outfitters the opportunity to present their brand as a solution, highlighting how it can be integrated into any busy schedule to help members achieve their lifestyle goals.

ecommerce loyalty pages takeaway subtitle

Be the solution!  Identify the needs of your most loyal customers and design an explainer page that illustrates how your program can meet them.



Get Inspired!

The ten programs mentioned here are by no means the only fantastic ecommerce loyalty explainer pages out there.  In fact, here’s some bonus programs that are also outstanding examples of how to effectively promote and explain a loyalty program.

You can find all of the examples listed here (and more!) on our Pinterest account.

Whether you draw your inspiration from our list or elsewhere, there’s no doubt that a well-designed explainer page will serve you and your ecommerce loyalty program well.  So what are you waiting for?  Get out there and start designing!  An explainer page could be the only thing separating you from your next best customer.

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