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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
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