This idea was brought in one of our user testing sessions in London where I asked the testers whether they will apply for a card if they know the worthiness of Membership Rewards points. 10/10 agreed and I started a project to include copy on the pages. This then developed into a full-scale animated calculator showcasing what future cardmembers can get with their points. The calculator resulted in acquiring 5% more Cardmembers based on 1M page views and interactions proving it influenced consumer behaviour positively.
Image by graphictwister on Freepik