Challenge
eBay has developed a sophisticated marketing engine that tracks many metrics on how users interact with the site. However, the roll out of new features was determined by internal requirements and was not tested to see if it improved conversion rates, user retention or satisfaction. eBay had completed several consumer behavior projects in the past. The problem is that these projects while costly, they did not provide actionable insights that could influence how new features are developed. The team reviewed the flow and determined the areas that required improvement in the first phase were the product pages, the suggested alternatives section, and the checkout process. Challenges: Siloed development, product and marketing teams that did not work together as new features are developed. Although majority of the traffic was coming to the site on mobile devices, mobile conversion rates were significantly lower compared to desktop Busy development team that was consumed by several major internal projects. The marketing & development teams did not have background in running experiments.
Solution
Our team for the project included a strategic lead, a senior CRO specialist, senior UX designer and a data scientist. The Invesp team started by running a combination of user research and data analysis. With a client like eBay, there is no lack of data. The problem usually is figuring out which data points you should focus on, otherwise you can easily lose your site with inactionable data. While the data tells what is going on the site, talking to customers and conducting usability studies explain why users are doing something. After identifying several issues with the product page, Invesp worked with the eBay’s product team to create several new designs to address these issues. Our team conducted weekly status meetings to keep eBay team updated about the status of the different experiments, discuss new testing plans, and receive feedback on the current work. Solutions: Comprehensive conversion audit to Identify and prioritize conversion issues Comprehensive user behavioral research to understand user motivations Comprehensive data analysis and analytics configuration to track users’s activity on the site Identify and run experiments on different parts of the site to improve conversion rates and average order value Design, develop and run AB experiments on the site Track & report results on weekly basis to the team
Results
Our conversion rate increased, our bounce-rate decreased, and we’ve seen an increase in returning visitors. Invesp delivered an 18% uplift in conversion rates. In addition to improving conversion rates, the project helped eBay improved the user experience on the site.
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