Yelp Ads was used by small to medium business owners to advertise their business on the platform. Ads was responsible for ~95% of Yelp's revenue and were primarily a contract-only service via sales reps. But, the self-service option was seeing promising results.
Role
Product Designer
Services
UX/UI Design
VR Prototyping
Reducing Churn
During the purchase experience we saw high drop-off rates between each step in the purchase flow
Goal Help SMBs confidently start/continue advertising on Yelp to grow their business. - Increase conversion rateIncrease - Ad Revenue
User Journey
Understanding the problems at each point in the ads purchase journey. 1. Users were unsure what value props and features ads offer? 2. Don’t know what to spend? Why? 3. Unclear what I am buying during last step 4. Don’t know what to do after purchasing ads?
Brainstorming
Early ideation to see how layout and content prioritization aligned with HMW. Working with engineering at this stage we were able to scope what was/wasn’t possible early and align team goals.
Assessing Flows
Identified 3 varying directions for the flow based on priority of user needs
Solution
We leveraged our existing login page styles to have consistency between landing page designs. The second step an approach on a module focused only on the preview. The third step was module focused on price and contextual promos.
Results
7% conversion lift in ad purchases in first 3 months on desktop. Launched to 100% in March.We also saw much faster load times from switching to React js.
Optimizing for Mobile
Although desktop was the primary surface for purchasing ads, we optimized the experience specifically for mobile for future iteration.
