While LiveAuctioneers provides a shipping service, sellers can choose to ship with us or handle shipping themselves. We wanted more sellers to use our service to not only ensure a great buyer experience but also drive additional revenue.
To onboard more sellers, one of our approaches was to prove to sellers that items using our shipping get more visibility, and ultimately, more sales.
The stakeholder asked the team to drive more traffic to items using our shipping service. The key metrics were:
• Item page visits
• Item saving rate
• Item bidding rate
We needed to achieve this without negatively impacting traffic or engagement for items not using our shipping service.
To redirect traffic, I first needed to understand how buyers actually discover items.
What I did:
• Reviewed related past research
• Checked data on LogRocket and Google Analytics
• Sent out a survey
What I was looking for:
• Common entry points
• Common search and browsing behaviors
• How buyers think about shipping when they search
We know buyers care about shipping, but only 0.4% of users used the Shipping filter. 57% of users said they were unaware of the Shipping filter.
24% of items were saved directly from item cards (by clicking the ♡) on the auction page
Next" and "Previous" are the second most clicked elements on the item pages. Data also showed that ~24% of users navigate directly to the auction page from an item page.
I held a brainstorming session and guided the team to ideate around the user behaviors I found out.
Based on finding 1: filters are underused, we thought about making the filter more prominent, which is a common e-commerce practice.
Based on finding 2: users often save an item without checking item details. We wanted to test a visual tag on item cards across high-traffic areas (like search results and item cards).
Technically it functions the same as the filter, but it shows more communications.
We all agree to start with the low-hanging fruit. A label is easy to make and can be added to many places.
Ideas that require a long time to develop
We agreed to start with low-hanging fruits based on the engineers' feedback
Highlight shipping filter
Stakeholders raised a valid concern: Only <2% of auctions currently use our shipping service. Applying the filter would drastically reduce results, leading to a poor experience for users.
Even though the item card click rate stayed the same. But we observed a revenue increase.
Continue test other ideas based on impact and scope
