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
4
Multiple Personas - Multiple KPI’s
Buyers Sellers
TrafficSalesMobile
ShopsPremium services
5
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
6
KPI - Increase salesProducts should be
Cheap, Popular, For everyone
7
Wire to design
8
Results
Before After
# of products added to cart ~ 10000 ~ 15000
# of products sold 2500 2600
Cart abandonment rate 75% 82%
Why?
9
Friction point
marketplace shopping carts have multiple checkouts
10
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)
11
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
13
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
14
Seller’s handbook
15
How does it work
16
How does it work
17
Design for conversion
18
Design for humans
19
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 [email protected]