Project Goal
The goal was to create a new landing page for Tap.az , which is the most famous marketplace for selling used or new things in Azerbaijan. The site has around 2m monthly unique views and 64m monthly page views. There are no shops on the page, all sales are only peer to peer. Landing page had to attract shops onto the platform.
END DATE: Oct 31, 2017
My Tasks
📚 Secondary research
📝 Screeners
💭 Interviews with existing users
👤 Creating user personas
🗒️ Identifying main structure and sections of the landing
🖌️ Creating wireframes and high fidelity
🔍 Conducting a few rounds of user tests
Secondary Research
My goal was to analyze similar sites and the landing pages they use to attract new shop owners. I analyzed the landing pages of successful similar platforms from other countries. During my research I found out that most of them mainly use their dominance on the market as a way to persuade the shop owner that they should sign up. They try to look not like a startup, but like an established brand. The main style they choose is serious but modern.
Screener
The screener survey was conducted to find the perfect customers for interview. As said before the website has around 2m unique monthly visits, but obviously not all of them are a good match for the landing page. The ideal customer was someone who owns a shop and is willing to be a pioneer on this platform and try out the new opportunity. We emailed a portion of our current users offering them free benefits on existing platform if they are chosen to be interviewed. Overall we had many participants who took the screener survey.
Interviews
After the screener I found 60 people to interview. Me and our data analysist interviewed 4 people per day. All interviews were 1 on 1.
After all of those interviews here are key insights we learned:
- the more tech savvy is the user, the more willing he is to test the new platform
- people would want to understand right away what exactly is the new platform giving them
- most people asked us numbers, they wanted to know which shops already participate and how many of them
- they wondered if first users get any benefits
- shop owners are busy and do not have too much time reading all the details, so everything needs to be short and straight to the point
Creating User Personas
Once the interviews finished I was able to create a more detailed characteristics of our users. The main characteristics were:
- owns a shop
- between 25 to 45
- intermediate knowledge of tech
- is willing to be a pioneer in the space and take advantage of that
- is very busy
- trusts only established brands
- not a fan of too "startup like / fun" designs
Identifying main structure and sections of the landing
After the research we identified few key strategies for the landing page:
- simple
- modern
- not too fun
- short
The sections were decided to be following
- header
- numbers
- features (why shops should join)
- CTA
🖌️High Fidelity🖌️
