E commerce use-cases, funnels and human behavior - marmelada market

Plumbing the funnels3 stories about flow to conversion

Ofer Shani | http://market.marmelada.co.il

About me

About Marmelada Market

Israeli Marketplace Designer clothing Jewelry Home decor Kids

Born 2011

1M Monthly Visits

~ 25,000 Daily Visitors

1,200 Shops3

Marmelada new media

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Multiple Personas - Multiple KPI’s

Buyers Sellers

TrafficSalesMobile

ShopsPremium services

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True story #1 KPI - Increase sales

Idea

When on shopping cart page,

Display pop-up window with a value-for-money product

Inspired by

Bubble gum and peanuts in the cashier at the Supermarket

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KPI - Increase salesProducts should be

Cheap, Popular, For everyone

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Wire to design

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Results

Before After

# of products added to cart ~ 10000 ~ 15000

# of products sold 2500 2600

Cart abandonment rate 75% 82%

Why?

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Friction point

marketplace shopping carts have multiple checkouts

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What to do

● Send abandoned-cart email● Optimize and offer a best selling product from the same store i already buy

from in that checkout process● Change billing method

Conclusion:

Every system leaks if you don’t think things through.

Practice multiple sessions funneling (retargeting)

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True story #2 KPI - Increase sales

Idea

On big sale events,

Create premium placement- “product of the hour”.

Inspired by

Analytics data & BI - Product display is a funnel to shop pages - different shops have different conversion rate - lead users to well performing shops.

Groupon’s use-case 12

Results

Sale period revenues 8%

Conclusion:

Data driven design

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True story #3 KPI - Premium services

Idea

Offer automated promotions service for shops

Inspired by

Analytics data & BI- Sellers are lazy. Active sellers are key to increasing sales

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Seller’s handbook

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How does it work

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How does it work

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Design for conversion

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Design for humans

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Results

Active subscriptions ~ 200 (17%)

+ Unexpected result

# of Shops using the free promotions tool grow from 10% to 35%

Total marketplace revenues grows 10%

Conclusion:

Data driven design.

Celebrate new features. and… Dan Ariely was right!20

Thank youOfer shani oshani@gmail.com