The benchmark funnel
Per 100 scans, healthy campaigns see roughly 75 claims started, 60 claims completed, and 35 reviews posted. Compare each of your stages against these before touching anything — fixing the wrong stage is the most common optimization mistake.
Leak 1: Scan → claim start (healthy: −25%)
If worse: the claim page doesn't match the insert's promise. Same offer, same wording, same brand colors — a customer who scanned "warranty" and lands on "sign up for our newsletter" bounces.
Leak 2: Claim start → complete (healthy: −20%)
If worse: too many fields. Order ID + email is sufficient for verification. Every additional field costs roughly 8% completion; file uploads cost 20%+ on mobile.
Leak 3: Claim → review (healthy: −40%)
The biggest absolute leak, and the one with the strictest rules — the reward is already granted, so the ask must stand on its own. One screen, one sentence, one button to the marketplace review page. Never re-ask for the order details, and never make the reward feel contingent — that's a compliance line, not just a UX one.