Founded in 1995, eBay is a notable success of a marketplace site that facilitates consumer-to-consumer and business-to-consumer sales.
With an increased online competition, the leadership at eBay felt that they needed a better way to break down the silos between development, product , and marketing teams.
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.
As product strategy puts it:
“We needed customer behavior research done as well as some conversion optimization.”
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.
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.
“They -Invesp- helped us understand the complexity of the market and to define our marketing strategy based on customer behavior. They ran user research, analyzed inputs, and presented the findings to us.”
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.
“From there, they designed a product page collaboratively with us. They created it so prices from the various sellers show and made it simple for users to shop. The team ran the test period, finding alternatives to improve the page. On this platform, they also did some optimization work.”
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.
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:
“Before working with them (Invesp), we didn’t have a single product page, and it was difficult for a user to navigate and to catch their attention. The results were successful in a short time after the page went live. Our conversion rate increased, our bounce-rate decreased, and we’ve seen an increase in returning visitors.”