Exclusive listing page

Context

Geev offers a subscription that gives early access to the best giveaways. For a few hours, a listing is reserved for members: only they can contact the giver, the others have to wait for the countdown to end.

The listing page is the screen where intent is strongest: the user has found an object they want. It is also where the subscription mechanism materializes concretely, and for many, the first encounter with Geev’s paid model. The design must serve this goal of onboarding and conversion to the subscription.

The problem

The project came with three business expectations: increase conversion on the exclusive listing page, increase the number of paywall openings, and better communicate the savings made by subscribing relative to the object’s price.

The user issues were unclear: recurring feedback (NPS, surveys) suggested several problems in understanding the page: the subscription block did not convert enough. In my view, the page offered too many different paths, all of which pushed the product information too far down the page.

Alongside an in-depth benchmark, it was therefore decided to investigate the potential friction points by conducting user interviews.

Research and findings

We conducted semi-structured interviews with five participants, all non-users of Geev: we needed to reproduce the scenario of discovering the exclusivity model, which very often happens, for a new user, on an exclusive listing via the home screen. The interviews were transcribed and analyzed by tagging in Marvin. Participants are referred to as P1 to P5.

Two main findings emerged from this research:

The block does not fulfill its purpose. While the listings allowed a relative understanding of the subscription model “I guess those are the best offers”, “apparently you have to pay since there’s a ‘plus something’” (P3), it is on reaching the listing that the same people become confused, facing a block where countdown, promise, savings, price and button coexist at the same reading level. Understanding only comes back once the paywall is open, so too late: “maybe that should be explained. Right now, it doesn’t seem very clear to me” (P5).

The counter is interpreted in a surprising way. The misreading comes up with almost every participant: the countdown would mean that the giver has set the object aside for someone in particular. “For me, the person is locked, it’s the person who’s going to choose it… who they’re going to give it to” (P1). “If he hasn’t come to pick it up, it unlocks again tomorrow” (P2). P3 sees an auction system in it. The word “unlock” carries the misunderstanding, and nothing in the block names who benefits from the lock.

Design process

The challenge in designing this page lay in the coexistence of two goals: making the exclusivity model understandable, and keeping a good click-through rate on the CTA. Several iterations led us to remove everything that could suggest a “lock”, which did not encourage clicking.

It was also decided to remove the user section, in order to give more room to the CTA to serve this conversion goal, and to avoid the confusion that the blurring could create.

The design goals came down to three main moves:

Simplifying the block. It now carries only one piece of information: “This listing is reserved for members for 23:40:35”. The sentence names who benefits from the lock, and “unlock” disappears. Price, savings and profitability are taken out; the Geev+ badge marks the listing’s status.

A dynamic CTA section Clear wording: “I get to contact first”, in a sticky bar, with “7-day free trial” below. A promise gauge with several rotating arguments, chosen according to the listing’s status (big savings, zero contacts, …)

Reordering the rest of the page. It was essential to bring the key information back up: listing title, condition of the object and publication date. The savings come right after, with their source — “Value estimated by Geev”. Then come the secondary actions, the meeting preferences and a member’s testimonial at the end of the page.

Results

3 months after the production release, here is the progress over a full month:

+47%

Conversion from the listing page

485 subscriptions/week in June, versus 330 in January-March

+52%

Subscriptions, for −33% clicks on "Contact"

Fewer clicks, but clicks that know where they are going

+15

Additional subscriptions/week

Attributable to the countdown and savings blocks, simply moved