Redesign boosted Promotion feature usage 3.5 times and improved conversion at Vaset Kala

What is the Vaset kala?

Vaset Kala is a second-hand shop app like eBay. There are two sides of users: sellers and buyers. Sellers upload their products, and buyers can reach out to them to make a deal after checking out the product. Promoting an advertisement is one way sellers can boost their product sales.

We had a method for promoting a post for sellers. For a fee, users could use a feature to highlight their posts with a different look, as shown below. This approach is common in second-hand shop apps, but unfortunately, not many users took advantage of it for promotion. It didn't work out well for us.

Problem

We looked into this feature using tools like Google Analytics and Hotjar. What we found was that users were skipping these steps. This insight highlighted a pattern of behavior where users were not engaging with this feature of the platform as expected.

Success metrics

• User Engagement

  Increase user engagement with the promoted ad feature.

  
  

• Feature Activation Rate

  Increase the rate at which users activate the promotion feature.

• User Understanding

  Ensure users understand the value of the promotion feature.

  
  

Why?

We used the Heuristic Evaluation method to find the main issue.

System Status Visibility:
When users click on promotion, they can't see any changes, which is a significant problem.

To address this, we conducted a user test with individuals unfamiliar with the feature. We asked them to create a post with a promotion, which was straightforward. However, many didn't grasp the feature and questioned its value, saying, "We don't understand what this option does and why we should pay for this."

Solution

We identified that the issue stemmed from a poor presentation of the feature, so we decided to redesign the page for greater clarity. Our goal was to create an interaction that allowed users to easily understand the benefits of the promoted post compared to a regular post, ultimately improving key success metrics.

UI

After a lot of sketching, we reached a new design. To ensure effectiveness, we applied the Heuristic Evaluation with a focus on Visibility of System Status for our solution one more time. Our aim was for users to quickly preview their final promoted post on the page, with a checkbox positioned below the screen.

This design offers several benefits:

• They can distinguish between promoted ads and regular ones.

• Seeing their actual product image gives users a sense of ownership.

• The interaction is visually appealing.

Analyze

We conducted another usability test with different users. This time, we set up a scenario where they were asked to create promoted ads and then explain what they understood about them. Through this test, we found that all users were able to create promoted ads and grasp the difference between promoted ads and regular posts.

Before

After

Conclusion

In conclusion, the redesign of the promoted ad feature for Vaset Kala successfully addressed the core issues of user engagement, understanding, and activation. By improving the presentation and making the feature more intuitive, we were able to significantly boost user engagement, with the feature's daily usage increasing 3.5 times. Additionally, the redesign led to a higher activation rate, as more sellers opted to use the promotion feature. Most importantly, usability testing showed that users now clearly understand the value of the promotion feature, leading to a more seamless and effective experience. Overall, the redesign achieved its goal of enhancing both user comprehension and interaction, driving measurable improvements in key success metrics.