More responses, less friction

Situation

The report needed more high-quality responses

Every year, Tiendanube publishes NubeCommerce, its annual ecommerce report. To build the 2025 edition, we combined:

• anonymized internal data from more than 65,000 stores in Argentina,
• the annual merchant survey, and
• global and regional market sources.

With 15 days left before the deadline, the survey already had a usable base, but the team wanted to expand the sample to strengthen the reading of trends and improve the report's representativeness, both for small businesses and larger mid-market brands.

Task

Detect friction without adding interruption

The invitation to respond was being sent by email and through a banner in the store admin panel. The problem was that if someone closed the banner because the moment was inconvenient, they would not see it again.

The hypothesis was that many people might be willing to respond, just not at the exact moment the communication appeared. The task was to reframe the touchpoint so the invitation stayed available without becoming invasive.

Action

Iterate the banner behavior and copy

Instead of relying on a dismissible appearance, I proposed leaving the invitation fixed as a header inside the admin during the final survey window. The content needed to be clear, direct, and contextual enough to explain why it was worth participating.

• I reviewed the moment in the flow when the invitation appeared.
• I refined the microcopy to guide the action without overexplaining.
• We prioritized a persistent, visible, and less disruptive presence.
• We connected the content decision with real admin usage behavior.

Result

More participation from a focused improvement

The iteration achieved a +60% increase in CTA CTR to complete the survey. After three weeks with around 1,900 responses, we reached 3,773 total consolidated responses in the report within 15 days.

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