Increasing Conversion Rates Through Better Product Discovery
ABOUt b-stock
Think Ebay but for liquidation! B-Stock runs an online auction marketplace platform where major retailers such as Costco, Target, and Walmart can list auctions of their overstock inventory sitting in their warehouse to recover money. Buyers (small business resellers) on the platform can bid on these auctions of merchandise that they can then turn a profit on.
Role & timeline
I owned the entirety of the project as the sole designer. I collaborated extensively with 1 PM/PjM, 1 Developer, 1 Content Strategist, and 1 Data Analyst.
Tools
Figma, Adobe Photoshop, Google Analytics, LuckyOrange
results & solutions
-33%
+42%
decrease in bounce rate
lift in conversion rate
PROBLEM
B-Stock was providing a bad first time experience and made product discovery difficult – and the story was in the data.
Understanding the Problem
From google search, net new buyers were landing on this page. There's many problems with this page – lots of SEO keyword stuffing, no context about the platform, and most importantly, there is no opportunity to find the auctions that a buyer might be interested in.
Digging into the data, we learned:
- some pages had up to 80% bounce rates
- overall the site had low conversion rates
Digging into the data, we learned:
- some pages had up to 80% bounce rates
- overall the site had low conversion rates
research and strategy
The team hypothesized that making the shopping experience more intuitive would decrease bounce rates and increase conversion rates.
Research Process
The team wanted to make sure that the new shopping experience is familiar and in line with best practices. However, our users are reselling businesses and took into consideration the nuances of designing for a B2B experience rather than a traditional B2C experience.
Our team's process included:
- Competitive analysis of other e-Commerce sites
- Understanding scope and constraints
- Digging into end to end buyer interviews
- Digging into current user behaviors on the site
- Meeting with Product and Marketing stakeholders
Our team's process included:
- Competitive analysis of other e-Commerce sites
- Understanding scope and constraints
- Digging into end to end buyer interviews
- Digging into current user behaviors on the site
- Meeting with Product and Marketing stakeholders
DESIGN
We narrowed down on the main features that are essential to any e-Commerce experience and ideated many design variations.
We narrowed down on including features like search, navigation, filtering, and sorting. For each feature, I explored various layouts and patterns that are used frequently in other e-Commerce sites. The filtering functionality was especially difficult to narrow down on designs for due to the number of selections we needed to include so buyers could filter by location.
Solution
Key Features
Mega Navigation Menu
For easy navigation between location, category, and marketplace pages.
Filtering / Sorting
Filtering ability by region, condition, shipment type, and category. Selected filters are shown as pills above the auctions, and are able to be cleared.
Buyers are able to use the sorting filter to sort by number of bids, closing time, and newly listed.
Buyers are able to use the sorting filter to sort by number of bids, closing time, and newly listed.
Searching
Buyers are able to type in what they are looking for and search through all auctions on the platform.