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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
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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 [email protected]
