Classifieds established - Classifieds portal has reached a point of stability with the 'create offer' feature on the marketplace being released 6 months prior, and most critical technical bugs have been resolved. This allowed us to begin the discovery process and optimize the offer creation process.
Low Conversion Rate - The conversion rate for offer creation by individual users is notably low, indicating areas for enhancement or unmet user needs.
Poor process initiation from LP - The landing page is ineffective at encouraging users to start the offer creation process, suggesting a need for design and content reevaluation.
Investigate factors causing low conversion rates in the process of creating a physical item offer
Investigate factors that may cause a low level of process initiation from a dedicated landing page
Summarize and communicate research findings with stakeholders for decision-making
Overview & Scenario
First, I wanted to remind myself of the current process, so I went through the steps that users would follow.
I chose a specific scenario involving an XBOX One Controller, which I use sometimes to play FIFA 23 on my PC.
I logged out on purpose and started from the main page to experience the process like any regular user.
Execution
I recorded the screen to keep track of every action and decision, talking through what I did to make sure nothing was missed.
I did this first with the XBOX controller, and then repeated the process with a PlayStation 4 controller.
After recording, I watched the videos again to note down any issues or problems I found.
Output
I made notes about problems or friction points, and I gave each one a temporary priority level.
I added some first thoughts about what could be causing these issues and some ideas for how to make things better.
This started off a document that would end up being a full report after adding in the results from the user studies.
Initially, after Classified has been releases NPS survey was utilized as a quantitative research method using Hotjar. It aimed to collect general evaluations from users in Lithuania, Spain, and France, where the functionality was available.
Period: 21 days (Dec. 2021 - Jan. 2022)
Answers: 2500+
How likely are you to recommend our platform for listing items?
Conclusions
Very low NPS score compared to the purchasing process (+70)
The NPS of -7 shows there are more critics than promotors.
For broader conclusions, waiting was necessary until the completion of the entire planned research.
Next, I launched a Hotjar survey on the landing page focused on sales, a key part of the Classified functionality marketing campaign. The goal was to understand user behavior, gather direct feedback, and identify areas to improve.
Format: 3 questions, Single-choice + Opened Question
Period: 21 days (Dec. 2021 - Jan. 2022)
Answers: 1000+
Extra answers: 150+ answers for open-ended question.
Q1: How easy was it to navigate our landing page?
Very easy
23%
Somewhat easy
19%
Neutral
31%
Somewhat difficult
8%
Very difficult
19%
Q2: Did you find the information you were looking for on our landing page?
Yes, easily
23%
Yes, but it took some time
20%
No
31%
Please note: This represents the relative response rate. The total percentage is below 100% because not all users who answered the first question continued to the second. This drop-off indicates a 26% survey abandonment rate at this stage.
Q3: What would improve this page? [Open-ended]
Conclusions
Navigation - consider improving the page structure, menu clarity, and CTAs to reduce confusion
Only 42% of users found the page easy to navigate
27% experienced difficulties, indicating usability issues
The high neutral response (31%) suggests that navigation could be improved for better clarity
Information accessibility - ensure critical information is prominently displayed and easy to find
Only 43% of users easily found the information they needed
31% couldn't find the necessary information, which signals gaps in content clarity
Overview
Method: Remote moderated usability test in a LIVE environment where users shared their screens. I observed users as they navigated through tasks that I assigned, allowing for real-time interaction and feedback.
Target group: A new user who has never visited Eneba, resident of Europe, gamer, has sold used equipment online at least once.
Plan
Participants invitation: Considering the limited time, I decided to invite a group of 10 people, consisting of my friends and their acquaintances, who fit the profile of our target users in terms of age, gaming interest, and location.
Rewards procurement: I managed to secure a 10€ Eneba gift card for each participant.
Interview script: I prepared a checklist that included basic phases:
Introduction and explanation of the study to minimize respondents' stress.
Confirmation of the user profile.
Request to share the screen and consent to recording.
Task presentation
Observation of user interaction with the system, noting any difficulties or issues encountered.
Reward and farewell - final questions confirming the email address where the gift card will be sent.
Scenario & context
“Try and sell a physical gaming equipment or a console game by creating an offer on the Eneba.com marketplace - page that was recommended to them by a friend.”
The concept of the study was based on a friend recommending Eneba as a platform to sell used gaming equipment.
The scenario aimed to observe a new user throughout the entire process of creating an offer, starting from entering the main page www.eneba.com, to receiving a confirmation message.
In the research process, I tried to engage the participant smoothly, transitioning from small talk about gaming,
intentionally bringing up the topic of selling and buying gaming products online, and then initiating the actual part of the study with a statement like, "...now imagine you want to sell the keyboard we’re talking about"..."Imagine a friend recommended the Eneba site to you."
The starting point was manually entering the address in the browser’s URL bar or using Google. Once the user arrived at the eneba.com website, observations and data collection followed
Bonus task of deleting the newly created offer at the end of the session.
Touchpoints
Different users went through various paths, encountering different pages while trying to complete the task. During the tests, users interacted with the following pages.
Report creation - Each listed issue in the report contains:
Location - Specifying where the user interaction took place.
Observation - Detailed overview of the observation and/or hypothesis.
Problem description
Priority - Subjective categorization indicating the significance and urgency of each issue.
Initial Recommendations - Suggestions are made for immediate quick-fix solutions, as well as long-term improvements to be considered for future implementations.
33 friction points identified on user-flow Observations within the user journey were identified and diagnosed for further discovery and analysis.
6 Critical - Issues causing user exit or significant frustration, halting the process.
2 High - Problems leading to major user frustration, not ending the process.
9 Medium - Issues temporarily pausing or slowing user progress.
16 Low - Minor issues which fixing may improve conversion rates.
Report Presentation - A comprehensive report was created and shared with the Board of PMs in the form of a Google Doc. This document includes detailed tables listing identified issues.
Jira update - 33 new stories created in the discovery board in Jira for further investigation and resolution planning.
Recording - Always double-check and test before starting video recording to ensure voice quality and screen visibility.
Diverse audience - Be prepared for respondents who aren’t necessarily gamers or interested in selling specific items. Consider having a “general item” that could be universally relevant, such as mice, keyboards or monitors.
Privacy - Since people might be hesitant to share private data on video records, consider organizing temporary accounts for respondents to use as an alternative.
VPN might be necessary for some respondents; be prepared to organize this if needed.
Hotjar feedback button - We thought about adding a "Feedback" button on the Create Offer page. But, we were worried it might make the conversion rate drop even more.
Survey Design - It might have helped to check the survey questions with the Design Team.
