Branded pages that convert
MotoShare
MotoShare asked me to come up with a new way to convert users to try, and eventually buy, a motorbike. This was a new business opportunity for them to sell their service B2B.
Background
MotoShare’s main business model had been coming from a transaction fee for when users paid for motorbike rental. This had been working well for them, but they wanted to diversify their income streams.
One of the things they learned was that users would often rent a bike that they actually wanted to buy. Users were basically test driving motorbikes. They send a survey to users that didn’t rent a bike in the last 6 months but did rent one or more bikes in the 6 month period before that. What turns out is that more than 60% of users had bought a motorcycle. Off that 60% more than 90% had bought a bike that they had previously rented.
To leverage this opportunity MotoShare had built an MVP where motorcycle brands could only highlight their favorite bikes. Users would be redirected to a MotoShare page where they would be able to rent the bikes. The MVP was a success and they wanted to sell this to more brands.
Research
To truly understand user needs, I conducted user interviews with more than 10 users and came up with one user persona. This user persona helps to empathise with the user's needs.
My research encompassed:
Understanding the user goals and needs
Uncovering pain points with the existing user journey
Determining the success of the tasks measured
After research, we determined the goal to be as follows: how can users educate and rent bikes from standardised, branded pages to convert them to buying said motorbikes? This goal was with the following scope:
Preferably pages are build in a low-code environment to help reduce the load on the development team and speed up iterations
Pages need to be standardised, yet flexible and custom. Every brand page should feel slightly different.
Ideate
With the goal in mind, I started sketching out potential solutions. I came up with five different options where we used green stars and red stripes to indicate what we liked and didn’t like.Following this method we came up with one final option. After discussing this, we agreed that every brand page should at least have a hero and a footer. All the element in between are optional so that brands have some control over the information on the page. This also helps make the pages differentiate from each other.
Test
Having gotten the green light on the final option, I started working on creating a prototype for the launching customer. This prototype was build very high-fidelity since the customer would not understand anything less.We got loads of great feedback from the launching customer. After processing most of it, we started implementing.
Development
The designs were created in Figma so developers were able to easily inspect elements. Next to that everything was build from component which made their work a lot easier. I worked very closely with the team to help out with any missing information.
Conclusion & Takeaways
The new pages were implemented with one pilot customer. After running it for over 6 months the results were great.
There was a 50% increase in motorbike rentals via the new page.
It is estimated that sales after rental had increased by 25%.
After this success, MotoShare has rolled out the new sponsored pages to 8 more motorbike brands, diversifying their income streams and making themselves less reliant on rentals.
Niels Joop Rozemijer, 2023
