Increasing Registrations Through Better First Time Experience
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 the VP of Product, VP of Marketing, Product Manager, and Wordpress developer over the course of 7 weeks.
Tools
Figma, Adobe Photoshop, Google Analytics, LuckyOrange
results & solutions
+16%
+2%
new user registrations
existing user registrations
PROBLEM
The homepage generates lots of traffic, but it is completely seller centric. The data tells us that more than 70% of visitors are buyers, so the page isn't optimized for the main audience.
Understanding the Problem
As a team, we looked at the design at the time and made note of what works and doesn't work.
What it did well:
- Client logos big and near the top
- Clear CTA
- Eye catching hero image
Areas of opportunity:
- Clearer messaging hierarchy
- Modern look and feel
- Easier navigation
What it did well:
- Client logos big and near the top
- Clear CTA
- Eye catching hero image
Areas of opportunity:
- Clearer messaging hierarchy
- Modern look and feel
- Easier navigation
research and strategy
The team hypothesized that redesigning the front page to be buyer centric would result in an increase in signups.
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 homepages
- Understanding scope and constraints
- Digging into current user behaviors on the site
- Meeting with Product and Marketing stakeholders
Our team's process included:
- Competitive analysis of other homepages
- Understanding scope and constraints
- Digging into current user behaviors on the site
- Meeting with Product and Marketing stakeholders
DESIGN
We explored different layouts and thought about balancing content and shopping and auctions.
In addition to the front page, we built out designs for different subpages that would help educate the buyer about what B-Stock is and how they can get started on our platform.
Solution
Final Designs
