Redesigning with Confidence

Warm Gun Conference 2014 Jessica Harllee @harllee

harllee.etsy.com

Seller onboarding

Classic (control)

Linear (first experiment)

Linear (first experiment) Classic (control)

50% 50%

Linear (first experiment)

Second linear experiment

Maintain shop open rate of linear

Maintain shop open rate of linear Maintain listings per shop of classic

Get sellers to add more listings

Design

Classic (control) Linear (first experiment)

Linear (second experiment)

Copy

Stock your shop! List eight or more items to increase the chances of selling your first item sooner.

Classic (control) Linear (first experiment)

Add as many items as you can right now—10 or more would be awesome. More items = more chances to get discovered!

Linear (second experiment)

Flow

List an item

Preview listing

Payments Your listings

Save and list another

Save and list another

Save and continue

Save and continue Preview Edit

Linear (first experiment)

Linear (first experiment)

List an item

Preview listing

Payments Your listings

Save and list another

Save and list another

Save and continue

Save and continue Preview Edit

Linear (first experiment)

List an item

Preview listing

Your listings

Save and continue

Save and continue Preview Edit

Linear (second experiment)

User research

List an item

Preview listing

Your listings

Save and continue

Save and continue Preview Edit

Linear (second experiment)

List an item

Preview listing

Your listings

Save and continue

Preview Edit

Linear (second experiment)

The experiment

25%50% 25% Classic (control) Linear (first experiment) Linear (second experiment)

Maintain shop open rate of linear Maintain listings per shop of classic

Maintain shop open rate of linear Maintain listings per shop of classic

Maintain shop open rate of linear Maintain listings per shop of classic

Confidence

Look objectively at the design

Use data to pinpoint problem areas

Look back at what worked

@harllee jharllee@etsy.com

harllee.etsy.com

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