Feature Adoption Announcement
Mercury employs a subtle in-app announcement in the bottom left corner to promote its new credit card, avoiding the intrusive overlays typical of traditional announcements.
While this approach may lead to lower engagement rates, it minimizes interruptions during user workflows and reduces frustration for users who find the promotion irrelevant. This frustration, though difficult to quantify, can be measured by:
- comparing the promotion's clickthrough rate to its dismiss/ignore rates
- measuring drops to user session duration, in-app actions, etc.
- CSAT and qualitative research
