User Flows/acquisition
Photo Upload Flow (Upsell Test)
My role in early 2018 transitioned into working heavily with our Product teams on in-product growth efforts.
For this project, an opportunity was identified to drive conversion to advertising starts at a high intent moment- when business owners are uploading photos (~50k non-advertisers a month). This effort worked in tandem with the goal to educate users on Yelp's new Custom Ads feature that allows business owners to choose the photo featured in their Yelp Ad.
In the previous experience, business owners would drag and drop their videos directly on the Photos and Videos page. The hypothesis for this test was that if we built a flow we could guide users through, we would establish trust with the user and this would encourage them to purchase Yelp Ads at the end of the flow.
Depicted above, I developed out copy and worked with designers to shape the flow from end to end. In the first step (left) giving users a guide for what types of photos to upload, and in the final step (right) telling them about our Custom Ads feature.
Success is measured from click-through rate primarily, and secondary from purchase-through rate.
This test launched in June 2018, was deemed a success (125-325 incremental ad starts/month) and is now rolled out to 100% of users.
User Flows/acquisition
Specialties Flow (Upsell Test)
Similar to the test above, we decided to test an ads upsell when business owners update their business' specialties text (~60k non-advertisers a month). Like our photo upload pitch, this also tied well with the opportunity to discuss Custom Ads' capability to display specialties text, in this case, to qualifying businesses. Our hypothesis here was that engaged business owners are more likely to sign up for ads.
This test was rolled out to users in June 2018, was deemed a success (50-125 incremental ad starts/month) and is now being seen by 100% of users.
interactive module/retention
advertiser onboarding module
At the time of this project, Yelp was just beginning to develop out its post-sale nurture programs to increase retention. We found from customer service that about 30% of business owners were calling in to ask program questions after starting Yelp Ads in their first 90 days, and many were churning out. Business owners were not sure how to measure the effectiveness of their Yelp Ads, or what actions they could do to be successful.
This module (starting at 2/10 complete to give advertisers easy, early wins) is an interactive bar at the top of their account page that gives business owners actionable next steps to increase traffic to their Yelp page. The hypothesis for running this test is that giving business owners clear steps on ways that they can contribute to their success (more control) will reduce churn for Yelp Ads.
Product Education/ Nomenclature
Product ShielDs
In Q2 2018, Yelp moved its sales organization from a long-term contract model to selling month-to-month "self-serve" advertising programs. With this change, came a need to update the communication surrounding our product offerings.
The original communication (left) for our 3 product columns was confusing in that it combined independent offerings into bundles and made it seem as though this is how they came. The copy we developed out (right) better illustrated the 3 products individually as they are priced.
In terms of illustrating these offerings, the messaging strategy we chose was more assertive and actionable, comparable to other Yelp for Business communication.
Copy optimization/acquisition
Activity Page Call-Out Test
In Q2 2018, Yelp integrated Bunsen (an A/B testing tool) into its platform, allowing our Product teams to test different copy options more quickly. Taking full advantage of these new capabilities, we launched tests on a long-standing Yelp Ads call-out box on our Activity page. The status quo copy (bottom left) was tested by element (header, subheader, CTA) with the copy on the right-hand side.
We found that the CTA button has been the biggest lever for change, with "Create An Ad" significantly out-performing "Learn More" and becoming our new in-product status quo.
User Flows/acquisition
New Business Addition Flow
For this project, I worked with Product to clarify a miscommunication in our new business addition flow. This was mapped as an area of opportunity after seeing a percentage of users churn out of the flow between the steps shown above (confirming their email address).
The issue in the previous flow was that users were asked to finish "submitting" their business to Yelp by confirming their email address (left) and then in the email itself, told that they would not be contacted until the business listing was live, but then directed to a page where users were instructed to start "claiming" their business on Yelp.
The new copy makes this clear and guides users to the next step in the flow and has since increased claim conversion.