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Buyers complained about uSell reviews. And rightfully so:
• Low quantity of feedback• Only ~3.5% of orders get reviewed• Since ratings affect a buyer’s Best Match ranking, buyers want to
get more ratings from customers
• Difficult for buyers to prompt customers to leave feedback
• “The seller was in the wrong, and I’m being unfairly punished”• Buyers want to respond to customer reviews publicly, defending
their side of the story.• Buyers frequently requesting that we edit or remove negative
ratings
Plus, more stuff we knew was broken with uSell reviews
• Users were technically rating buyers, not orders• As a result, each user was only allowed to rate each buyer once.
• Rating reminder email so bad it looked like it could have been sent by Grimlock• To make matters worse, rating reminder
email was single entry point for rating
• Multiple order customers received several rating reminders
• Rating flow not mobile optimized
• Your Ratings account page was ugly / broken
• Reviews not styled consistently across site
• Buyer profile page needed some design/UX love
Design decisions aimed at addressing buyer complaints
• Low quantity of feedback• Provide as many paths for users to rate on the site as possible• Improve quality of rating reminder email• Stop requiring user to login/signup to post feedback• Mobile, mobile, mobile
• Difficult for buyers to prompt customers to leave feedback• Make buyer profile the go-to link that buyers want to share
• “The seller was in the wrong, and I’m being unfairly punished”• We don’t want to allow buyers to respond for fear of the eBay
retaliatory feedback problem, so we chose to show order and requote details instead
• Encourage users to contact buyer before posting bad reviews in order to reduce potential for negative feedback
OUT WITH THE OLD
Old rating reminder email
• Sent 10 days after finalorder status
• “Our records indicate that…” someone shouldnot be a copywriter
OUT WITH THE OLD
Old reviews display
• No order context• Username shown was frequently
email prefix• Blank comments due to optional
NEW RATING REMINDER EMAIL
• Written for humans• Includes order context• CTA is now “Leave
Buyer Feedback”• Still sent 10 days after
order reaches final status• Mobile responsive
Standard desktop look
Mobile look
NEW RATING REMINDER EMAIL – IN CASES OF MULTIPLE ORDERS
• Users get one emailreminder instead of several
• Sent when customerhas more than 1 orderreach a final status on thesame day (this happensmore than you wouldthink ~13% of paid customers)
Standard desktop look
Mobile look
NEW RATING FLOW
• If user selects 1 or 2 stars, user prompted to contact buyer to resolve potential issuesbefore leaving feedback
NEW RATING FLOW
• After form submission, user rating captured without requiring login.• Security token in email link keeps things secure
• Logged out user sees thank you page with “See Your Reviews” link• Logged in user gets taken to Your Ratings page
“Your Ratings” page in uSell account
• User sees both orders awaiting feedback and historical ratings on Your Ratings page• Awaiting feedback items show as soon as an order has reached final status
• User can click to Edit historical ratings• Buyers and Customer Care can refer users to Your Ratings when ratings need to be
changed• Order context shown with each rating• Mobile and full site versions
Track Order QuickView prompt to leave feedback
• Once an order has reached a final status, user will see a notification to “Leave buyer feedback” when she visits Track Order QuickView• Notification is only displayed if user clicked from an email to get to the
Track Order Quickview. It’s not displayed if user reached via Track Order access form (i.e. usell.com/track.htm)
Track Order logged-in view prompt to leave feedback
• Once an order has reached a final status, user will see a notification to “Leave buyer feedback” if she goes to Track Order page within her account
Your Orders page prompt to leave feedback
• For orders in a final status, link to “Leave Buyer Feedback” appears on account Your Orders page
Reviews shown with order context and requote details
• Review module now shows product sold along with stars, customer first name last initial, and comments
• If for a requoted order, review displays a Revised Offer designation with wrong product and/or wrong condition labels• Adds color to customer’s low rating if they were at fault, i.e. sending
wrong model• Tooltip on hover of Revised Offer explains to customers what revised offer
means
Reviews shown with order context and requote details
• Distribution of customer reviews visualized• User can click to see only 5 star reviews, 4 star, 1 star, etc• Persistent prompt to Leave Buyer Feedback – pushes user to login to Your
Ratings• Paginated reviews and even better for SEO
iPod drilldown now has images for generations
http://www.usell.com/sell/ipod/nano/http://www.usell.com/sell/ipod/classic/http://www.usell.com/sell/ipod/touch/http://www.usell.com/sell/ipod/shuffle/
Affected iPod generation pages:
Projected iPod Conv % bump
BEFORE:
NOW: