Boosting Seller Promotion Engagement

About Project

Seller engagement in mega promotions is key for marketplace success. We identified a knowledge gap regarding automatic participation in promotions. Our analysis revealed a need for enhanced awareness and streamlined processes. This case study outlines a data-driven approach that significantly increased seller participation and boosted promotional effectiveness.

Year

2023

My Role

Design Team Lead
Product Designer

The Raised problem

‍We want to make the seller more aware of mega promotions so that their participation increases.
We had a feature where products with regular discounts can participate in Digikala mega promotions, provided they meet certain criteria. The sellers' knowledge about this feature and the criteria for participation in automatic promotions was lacking, resulting in a low rate of product participation.

The data we had

The ratio of manual and auto-joined variants added in mega promotions

‍The number of periodic prices and the percentage that shows auto joining

Mega promotions that have the largest number of variants and sellers joined

Promotions that have the highest auto-join rate at the variant and promotion level

We encountered some data that didn't provide clear conclusions, prompting us to realize the need for more information from our users.
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The reasons for sellers' dissatisfaction with promotions. Yearly survey!

The Questions we had

We needed to understand what knowledge and behavior the sellers have towards promotions

In general, how many sellers have participated in promotions? Is this a bad number?
Why some people have not participated in the last 7 months?
- Do they have a problem with the flow itself?
- Is there a problem with our communication channels?
Why some people have participated in the last 7 months?
- What is the experience of those who participated?
Do they not know the auto-join feature?
- Do they have any problems using this feature?
- What do they know about it?

The data we collected

We turned our questions into a survey. Our purpose of the survey was to know more about the behaviors and problems of sellers. This survey was sent to two groups of sellers
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Finally, the general problems and needs of sellers to participate in promotions were these:

The solution

The solution was Enhancing Mega Promotion Awareness and Engagement

Raising Awareness

Targeted specific pages to raise awareness about mega promotions and their joining criteria
Adjusted visual elements of the panel to align with the promotional atmosphere
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Raising Auto-join Feature Engagement

Enhanced usability and engagement of the auto-join feature for products with regular discounts
Clarified flows and introduced onboarding widgets to simplify processes and reduce intimidation
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Using Data

Utilized last year's results and numbers to showcase the impact of mega promotions on sellers' sales and revenue
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Using Other Channels

Enhanced effectiveness of other channels such as emails and SMS or other flows for promotion communication
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Our solution solved the most product-based problems
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Results

168% increase in product participation over the targeted goal.

Achieved a 241% increase in seller participation compared to the last mega-campaign.

Achieved a 40% increase in auto-join feature usage compared to the last mega campaign.

Next steps

There are some remaining issues that we have to deal with in the next opportunities:

Further research to understand the behavior of sellers
Optimizing flows
Promotion Growth Coach
Onboarding & Suggestion Promotions