Toll service on the ad submission form
How we added a toll service on the ad submission form and increased the conversion to purchase this service by 48 %.
av.by is a online board for car sales. 4 platforms are web mobile, web desktop, android and ios apps. We have quite a big post base of 55 000 posts. Our company is 60 people with 1 500 000 users per month.
Problem and audience
We earn money by toll services to promote ads. This happens in different places of the product. But up to now, we have never advertised toll services on the submission form. We thought it was a dark pattern. But after some time we noticed all competitors do it and, apparently, this has become commonplace. We decided to test it and observe the results.
We have a lot of sellers and each of them posts several ads per month. This proves that the submission form is a good place to sell promotion services. Therefore, we want to create the value of the service and earn from it. For simplicity reasons, I will unite all car buyers in Belarus with one person. His name is Vova, say hello to him!
Any increase in the sale of the service will be a success. Yet it is important that this not affect the conversion to ad submission in any way.
Hypotheses and priorities
We have done an analysis of direct and indirect competitors. We conducted 12 interviews with potential car sellers. This helped us to find value and generate several hypotheses.
- If we focus on increasing the visibility of the ad in the product, it could increase the number of sales.
- If we publish an ad in any case, it will not affect the conversion to submission in any way. If the service has been selected, we submit an ad, and then send the seller to payment.
- If we make the toll option selected by default, it will help to increase the number of sales.
Next, together with the product manager and developers, we estimated each hypothesis according to two parameters: complexity of implementation and value. As a result, we got priorities and decided that in the first version we would check only three hypotheses. Hypotheses that did not go to work:
If we make a service with a discount, it will motivate the seller to agree to purchase the service. We do not have a discount module, it is very expensive to make it technically. If we say how many people use the promotion, it will stimulate the seller to agree to the purchase. They didn’t really believe in this hypothesis, plus technically it’s not simple. If we offer to increase the price of the ad by the price of the service, it will increase the number of payments as it will make the purchase conditionally free. It’s also complicated and looks like cheating.
1. If we focus on increasing the visibility of the ad in the product, it could increase sales
We faced a very important task — to formulate the value of the service on the form of ad submission for the user. After research, we realized that the most valuable thing for sellers is a quick sale of cars. If we guarantee the growth of ad views, sellers will be willing to pay us.
Vova clicks ‘submit an ad’, fills in all the data about the car and ends up seeing a toll service. There is a free ad submission and a toll one, in which we guarantee ×5 views after publication. A person will receive these views because after submitting the ad, the services of the TOP ad and price allocation will be applied to the ad.
We conducted 4 corridor tests that helped us find vulnerable places in the interface and text. Plus, we realized that instead of a discount (we decided not to make this hypothesis, number 4), we would show the monetary benefit of buying a package relative to the services separately.
2. If we publish an ad in any case, it will not affect the conversion to submission in any way
Once the service has been selected, we submit an ad, and send the seller for payment. Therefore, the paid service should not affect the conversion to submission.
3. If we make the toll option selected by default, it will help to increase sales
Since it’s scary to make a toll service selected by default, we decided to conduct an experiment. After all, this can also affect the conversion to submission. Option A → pre-selected standard sale, option B → pre-selected quick sale for 9 BYN.
Results. Option A – they pay less and the conversion to ad submission does not change, option B – they pay more and the conversion to ad submission does not change. Therefore, we go further with option B.
+48% to the conversion to the purchase of this service, the conversion to ad submission has not changed.
Basically, all solutions work on four platforms: web, android and ios. We also made the desktop version, but I don’t show it because only 17% of the audience use it.
I was engaged in the analysis of competitors, the formation of hypotheses, their prioritization, interviews, prototypes and mockups. Beside me, the team included: designer, product manager, developers and QA engineers. I helped QA engineers to run all the flow and described bugs.