How we improved user
activation by 10%
Merchant Incentives (Version 2)
Senior Product Designer
Data points had indicated that newly onboarded merchants who upload 7 catalogs within 14 days show a higher probability of being activated users.
In order to incentivise newly onboarded merchants, Meesho provided few benefits upon reaching the milestone.
The key benefit being 1200 Advertisement credits, which suppliers can use to promote the uploaded catalogs.
Data indicated that there was a 62.8% drop off post onboarding
35.13% merchants did not even upload a single catalog
Majority of merchants dropped off after uploading 1-3 catalog
91.76% of merchants had at least 1 quality catalog which was live
Drop offs reduced for merchants in 4-7 catalog stage
7C 14D Milestone
Merchants are not sure how to upload the catalogs and require support
Merchants think they are not getting enough orders on Meesho
Testing the platform
Merchants want to test Meesho and check if they get enough orders before uploading remaining catalogs
A survey was conducted to understand the reasons and size them. Following are the top three reasons.
We leveraged existing research documents to understand what growth levers were important for merchants. The primary goal for them was to improve visibility on Meesho by improving catalog views and clicks. This would further improve overall orders.
We decided to prioritise and solve for merchants who had uploaded 1-6 catalogs and were still in consideration phase.
We also knew that these merchants knew how to upload a quality catalog hence we can solve for these users much faster.
We revised our product solution approach. We felt that the earlier milestone of 7 catalogs might’ve been difficult for merchants to achieve. Instead we aimed to create smaller milestones to motivate them better.
Merchants were rewarded 1200 Advertisement credits for uploading 7 catalogs successfully.
To motivate the merchant better we aimed to create smaller milestones and reward them at each milestone.
2nd Rule of Business
Created contextual nudges
By applying Fogg’s behaviour model on the user journey it helped us discover impactful touch points to place the nudges. Along with this we leveraged an existing solution which helped users create an advertisement in 1 click.
Created an action loop
By applying hooked model we were able to discover that early investments in advertisements could help in retaining them. By nudging merchants to create advertisement using earned credits can help in boosting the relevant growth levers.
✨ verdict is in ✨
After taking the solution live we monitored the data for 90 days to see how many merchants were now uploading 7 catalogs in 14 days.
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