Boosting Sales for Sellers: How we help sellers drive sales growth?
↓ problem:
As a seller on Kaspi Marketplace, I sell Smartphones. When a customer searches for "Phone or iPhone 13," they see a long list of options—how can I increase my sales and impressions?
We knew that advertising is one of the most effective ways to boost sales in e-commerce, but there are many types of ads. Our challenge was to design a format that would work well for all our sellers. And has a win win situation for both side: business & sellers
↓ task:
Build a simple ad tool that helps sellers promote their products, boost their sales, and increase the Marketplace’s overall sales
↓ goals & success metrics:
•Getting high adoption rate of using marketing platform, target is more than 30% of sellers
• Drive Business Growth (Increase average order values, boost gross merchandise volume (GMV)
↓ in-depth interviews with merchants:
With collaboration of UXR team spoke with key partners, asking about their experiences on other platforms and identifying additional challenges with product visibility.
↓ market research:
We faced one big question: what kind of ad format should we create? To find the answer, the PM and I started with market research.
I studied advertising tools on other e-commerce platforms like Amazon, eBay, Wildberries, Instagram, and others. I created a table comparing each platform: What ad types do they offer? What does the process look like? What steps are needed to launch an ad?
We analyzed the most common purchasing scenarios from customers and decided to focus on the most visited user story—Search. Our goal was to promote products to the top positions for relevant keywords
↓ design phase:
Since I had already conducted benchmarking, I proceeded to develop the user flow. The goal was to create a simple and intuitive service that would allow any partner (even without prior knowledge of marketing),
to launch ads and, most importantly understand and
see the results
↓usability testing:
After creating some draft wireframes, we invited loyal partners to showcase the service and test the solution.Since this was a new and not easy product, we initially received poor results. We evaluate the tests based on successful completion of the scenarios.
A 25% success rate means that only 1 in 5 users was able to successfully launch an ad. A fter identifying our mistakes and the challenges in the process, we focused on improving the solution
↓solution:
Landing page with a little onboarding
New campaign form
Filled form
Post-analytics
Buyer experience
↓results
Currently, more than 30% of sellers are active users of marketing platform (having an active campaign at the moment). Partners see results and relaunch ads in over 60% of cases.
For a new and complex product, this is an excellent result. Unfortunately, data on ACoS and advertising revenue is under NDA
There were many wireframes, as we also wanted to create a mobile version to quickly respond to changes and track results
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