How to increase user conversion for your marketplace?

Crafting Persuasive CTAs

The Call to Action (CTA) is a critical element in any digital product's interface. It's the catalyst that takes a user toward their desired actions. To make your CTAs more effective, consider the following:

For instance, take a look at Fiverr's approach. They have two primary CTAs, "Join" and "Search Field," which gives a user a clear roadmap for actions they can take on the platform.

Creating Wow Moments through Interaction

Wow-effect interactions can leave a lasting impact on users. These interactions immediately capture users' attention and ignite their curiosity, leading to higher engagement. Here's how to implement them effectively:

For example, Instacart uses celebratory animations when users rate a shopper, triggering a dopamine response that encourages more user engagement. Non-marketplace example: Asana uses a unicorn animation to celebrate completed projects, a memorable touch that fosters excitement among users.

For example, Instacart uses celebratory animations when users rate a shopper, triggering a dopamine response that encourages more user engagement. Non-marketplace example: Asana uses a unicorn animation to celebrate completed projects, a memorable touch that fosters excitement among users.

Streamlining Key Workflows

Identifying and optimizing key user workflows is essential for achieving growth for your platform such as onboarding and completing a purchase & optimising for those. Here's what to consider:

For example, Etsy has a streamlined signup process, keeping the key workflow concise and separate from gathering additional product information from sellers until after the user has signed up.

Surface Value Early

Users need to understand the value they'll gain by taking a specific action. To convey this effectively:

For instance, Angi displays the number of potential opportunities during onboarding, emphasizing the value users will receive by completing their account setup.

Another example would be Fiverr: They have a column sign-up dailog where they have value and signup side by side. So, they are surfacing the value to the user and then encouraging them to sign up.

Leveraging Social Proof

Building trust is crucial in any digital environment. Displaying social proof, such as testimonials, reviews, or success stories, can increase users' confidence. Consider this strategy:

For instance, Upwork prominently displays "Testimonials" during Freelancer signup, providing that extra nudge for users to activate their accounts.

Outside of marketplaces, Dovetail showcases Canva's successful use of its platform, reinforcing its credibility, especially as a relatively new player in the field.

Creating Urgency and Scarcity

Create urgency and scarcity with your product/offerings. A sense of urgency can spur users to take action.

For example, Instacart is providing Free Delivery if the user signs up today, creating a sense of urgency for the user.

Another Example: You’ve probably seen this tactic before on an Amazon product page. On the right-hand column, under the price, Amazon will let you know how many items are left in stock.

Offering Customer Support

Accessible customer support and resources are invaluable in helping users overcome obstacles. Consider these approaches:

Product Glossary:

If you're new to the product world, we've got you covered! Here is a glossary for words which may not be so straightforward:

Products

Unsure about some of the products mentioned above? Well, a few of them may not be widely known. Here is what Wikipedia says about them: