Driving WOW Membership Growth
WOW is Coupang's paid membership program. When I joined the initiative in Q1 2025, the business target was explicit: grow WOW sign-up conversion from ~2% to 5% within the quarter. The organization's default response to a conversion problem is A/B tests. But WOW in Taiwan was still new, its benefit set wasn't yet mature, and most Taiwanese users had no mental model for paying a recurring fee to shop online. Our approach was to treat the three months not as a single funnel optimization, but as a series of trust-building and conversion-driving interventions — upstream, midstream, and downstream — designed to meet users where their actual confusion lived.
Password protected
This case study is available to recruiters and hiring managers on request. Enter the password to view the full write-up.
