Project Date: 02/2024 - Present
TL;DR
We wanted more clicks on the items that used our shipping service. We dug into data, brainstormed ideas, and made plans.
BACKGROUND
👩🏻⚖️ Who we are
• LiveAuctioneers is an online auction marketplace
• Our sellers are auction houses based in the US
• Our buyers are mostly art and antique collectors
• Our sellers are auction houses based in the US
• Our buyers are mostly art and antique collectors
🚚 Long-time problem with shipping
• Auction houses usually don't offer shipping services.
• Buyers need to pick up the items or arrange for a shipper by themselves.
• Based on our research*, this has been a major pain point for buyers.
• Buyers need to pick up the items or arrange for a shipper by themselves.
• Based on our research*, this has been a major pain point for buyers.
• 41% of buyers say sellers not offering shipping would stop them from bidding
• 28% of buyers say they would never want to organize shipping by themselves
• 22% of buyers say they would never want to pick up
🎯 Goal
• atgShip is our new shipping product.
• In the a/b testing, we saw that atgShip lifted the bidding rate by 11%.
• To onboard more sellers, stakeholders want to drive more traffic to items that use atgShip.
• In the a/b testing, we saw that atgShip lifted the bidding rate by 11%.
• To onboard more sellers, stakeholders want to drive more traffic to items that use atgShip.
Key metrics include:
• Item page visits
• Item saving rate
• Item bidding rate
• Item page visits
• Item saving rate
• Item bidding rate
Meanwhile, metrics for items that don't use atgShip should either improve or remain the same.
RESEARCH
📍 Get Started: Where do buyers go?
If I want more buyers to visit items with atgShip, I need to know where to find them and how do they search for an item. Therefore, I :
• Reviewed related past research
• Checked data on LogRocket and Google Analytics
• Sent out a survey
• Checked data on LogRocket and Google Analytics
• Sent out a survey
💡 Interesting Insights
1. Users don't really use filters
• Only 0.4% of users used the Shipping filter.
• 57% of users said they were unaware of the Shipping filter.
• Users would search by “ceramic vase” instead of using “vase” + “Material filter: ceramic.”
• 57% of users said they were unaware of the Shipping filter.
• Users would search by “ceramic vase” instead of using “vase” + “Material filter: ceramic.”
2. Users love to check other items in the same auction
• "Next" and "Previous" are the second most clicked elements on the item pages.
• Data revealed that ~24% of users navigate directly to the auction page from an item page.
• Data revealed that ~24% of users navigate directly to the auction page from an item page.
3. Users would save items first and then check details later
24% of users save items directly from item cards (by clicking the ♡) on the auction page
IDEATE & DESIGN
Brainstorm based on "where do users go" + "what users want to do"
Pain Point: "When I search for an item, I only want to see the ones that can be shipped to me, because I don't have time to arrange shipping."
💡 Idea 1: Make the shipping filter stand out
💡 Idea 2: Highlight the item's shipping availability on the search result pages
(Idea 1 sketch)
Pain Point: "When I find an item I like but it doesn't offer shipping, I want to see similar items that do."
💡 Idea 3: Recommend similar items that offer shipping in the search results or most opened emails.
Pain Point: "When I'm interested in an item, I want to know when I can get this item if I win."
💡 Idea 4: Highlight the estimated delivery time on the item page.
(Idea 3 sketch)
Pain Point: "When I found an interesting item, I'd love to look at more items from this auction."
💡 Idea 5: Surface "My Auctions" to the header. Then highlight the shipping info of each auction.
(Idea 5 sketch)
✅ Selected ideas:
Idea 2: Highlight the item's shipping availability on the search result pages and one of the most delivered and opened emails.
Why? Both locations have heavy traffic. And adding a label is relatively easy.
A/B testing: showing shipping availability on the item cards
❌ Backlogged ideas:
Ideas that require a long time to develop
Why? We agreed to start with low-hanging fruits based on the engineers' feedback
Why? We agreed to start with low-hanging fruits based on the engineers' feedback
Highlight shipping filter
Why? Stakeholders pointed out that only less than 2% of auctions use our shipping service. Buyers would see significantly fewer results after applying the shipping filter, which is not a great experience.
Why? Stakeholders pointed out that only less than 2% of auctions use our shipping service. Buyers would see significantly fewer results after applying the shipping filter, which is not a great experience.
RESULT
🔁 Recent updates
Jun 2024: Ideas 1 and 2 have been implemented and are awaiting A/B testing.