Yandex.Market: Profit calculator
What is Yandex.Market?
Yandex is a multinational corporation specialising in Internet-related services and products. It is the largest technology company in Russia and the largest search engine on the Russian-language Internet, with a market share of over 52%.
Yandex.Market is currently one of the most popular marketplaces in Russia. It enables customers to compare prices and product features, check the feedback about the store and then make a purchase.
Case Study
I worked on the design project which enables sellers to calculate the potential profit from placing their products on Yandex.Market.
At the end of the previous year me and my team analysed the number of our new sellers had decreased. We were realising the importance of the problem and set a business task to increase the number of new users for Yandex.Market.
After analyzing competitors I had 2 different options: a step-by-step wizard placing on a special block of the primary website and an independent landing page with some kind of profit calculator. Wizard took a lot of time to click through it and it was difficult to find the appropriate place for an entry point on the website for good conversion. The independent landing page with an interactive profit calculator would enable sellers to estimate the potential profit from placing their products on the Yandex.Market in a short and playful way. According to some scientific studies, landing pages and gamification of the interaction process are considered to help attract an additional traffic flow. To test my hypothesis I made some drafts and conducted a hallway a/b test demonstrating scratches among my colleagues. The landing page won.
After developing this project I participated in some e-commerce conference where I had the opportunity to run UX testing of my users: I demonstrated them a final version of the landing page and asked them to analyze the profit from using Yandex.Market. All my respondents were so enthusiastic about this pages and successfully coped with the task.
Results
This landing page was able to brought more than 1000 new clients for the 1st quarter of 2019. Compared to the previous quarter, I increased the number of new sellers by 9%. The landing page is here.
While working for Yandex.Market I was creating a b2b product currently used by 27 000 active users monthly. Experienced team, streamlined work processes, UX laboratory and various research tools (preference testing, task-oriented, A/B testing and in-depth and contextual interviews) helped me reach great results: usability satisfaction ratings for the user interface in the last quarter of 2018 increased by 11%.
