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Context
redBus is India’s leading online bus ticketing platform. When users search for bus routes, they see a list of available operators with pricing. To differentiate itself from aggregators and encourage bookings, redBus partners with bus operators to offer exclusive discounts — but users often don’t realize these savings exist.
To solve this, redBus uses a well-placed tooltip on the bus listing page that appears alongside a “Try new 10% OFF” tag. The tooltip explains the concept of “redBus special price” — special discounts provided by bus operators exclusively on redBus — educating users about the value they’re getting at the exact moment they’re making a booking decision.
Why This Works
Tooltips placed at the point of decision are the most effective way to influence purchase behavior. This works because:
- Contextual timing: The tooltip appears on the search results page, right when the user is comparing prices and deciding which bus to book — not on the homepage or during onboarding where it would feel premature.
- Value education: Instead of just showing a discount tag, the tooltip explains why the price is special (“exclusive discounts from operators”), building trust and reinforcing the platform’s unique value.
- Non-intrusive format: The tooltip is dismissible with a simple “Got It” button, letting users acknowledge the information without disrupting their browsing flow.
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