Optimizing Social Media Ads Order Funnel to Boost Revenue

Product Design · 2024

Role

Research, Ideation, Iteration, A/B testing, and Data Analytic

Time‍

01. 2024 - 06. 2024

Team‍

1 Product Manager
1 Product Designer
1 Marketing Manager
2 Engineers

Project Type

Desktop & Mobile

Tools‍

Figma

Team‍

1 Product Manager
1 Product Designer
1 Marketing Manager
2 Engineers

Overview

Roomvu is a social media management SaaS platform for real estate agents and brokerages. It allows users to automatically post social media content and capture leads from it. Facebook & Instagram ads are part of the product feature to easily run ready-made content on social media accounts and capture leads from it.

Business Impact

40% higher AOV

12.3% higher revenue

40% higher AOV

12.3% higher revenue

Customer Impact

15% higher ad engagement

2% improvement in user customization
5% increase in connections to Facebook Business accounts led to fewer inquiries about ads not running properly

15% higher ad engagement

2% improvement in user customization
5% increase in connections to Facebook Business accounts led to fewer inquiries about ads not running properly

The Problem

About 50% of customers dropped off after exploring options of ads, leading to a big loss in potential ad revenue and lower user engagement. How might we help users more easily find ad options, and customize their ads?

Solutions

Help customers select and customize the right ad content from roomvu to genera leads.

Help exploring Ads better for users

Help exploring Ads better for users

The original design wasn't easy to navigate finding the Ads that users want. I added the top filter buttons to help users selecting ads.

Result : 15% increased of choosing Ad

Combine all edit options in one place

Combine all edit options in one place

There were many different places to edit Ads information such as users info, Ads info and selecting creatives and I combined them in one place into popup to reduce one step.

Result : 2% increased of going to the next step

Simplifying the choice for budget & Duration

Simplifying the choice for budget & Duration

I noticed in recording that most users liked to do set up manually, so I updated to set up manually with recommend options.

Results : 40% increased of average order value & 12.3% increased total revenue

Discovery & Problems

I began by observing user behavior through recordings, reviewing current metrics, and gathering insights from stakeholders.

Inconsistent design with other pages

The design of this page doesn’t match other pages on the platform, causing confusion and breaking the flow for users.

Complicated navigation and choosing budget & duration

Navigating the Ads flow is confusing, and it’s unclear how to choose the right budget and duration, making it harder for users to complete their tasks.

Customizing options are placed in different places

Users have to click on different sections to edit Ads, user info, and creatives, making the customization process frustrating and inefficient.

Difficult to find the Facebook account connection

Users are asked to connect their Facebook accounts only after ordering Ads, leading to confusion and Ads not running properly.

The term "Smart Ads" is unclear and confusing

The term "Smart Ads" is confusing, causing users to click 'Back to Dashboard' due to a lack of understanding of its purpose.

Empathize

I used storyboarding to identify opportunities for improvement at each step of the user journey and communicated these insights to the team and stakeholders.

Ideation & Usertesting

I created ideations to design a clear navigation funnel for users to order ads.

< Ideation 1 : Preview Ads on the popup >
Pros: Provide filters to sell ads order faster.
Cons : Users have to click each Ad to see preview instead of previewing on the first page.

< Ideation 2 : Keep the preview and reduce the step >
Pros : Can preview quickly and choose select the styles.
Cons : The page can become overwhelming as many actions to do in one page.

< Ideation 3 : Using Tab to order Ad >
Pros : Users can order Ad in one page.
Cons : Having these 2 tabs can increase back and forth clicks between choosing Ad and budget.

Validating and shipping

I conducted A/B testing over three months to evaluate user behavior and validate key hypotheses.

<Hypotheses>
1. Displaying filter & clear buttons will increase the chance to preview Ad options.
2.Putting all customizable options in one place will increase the order.
3.Having a easier customizable budget & duration option will increase the payment and revenue.
4.Adding facebook connection flow will decrease Facebook connection error and less refund inquiry.

<Hypotheses>
1. Displaying filter & clear buttons will increase the chance to preview Ad options.
2.Putting all customizable options in one place will increase the order.
3.Having a easier customizable budget & duration option will increase the payment and revenue.
4.Adding facebook connection flow will decrease Facebook connection error and less refund inquiry.

After 3 months of A/B testing, AOV increased by 40% that lead 12.3% total conversion rate increased.

<Result of hypotheses>
1.Displaying filters increased the chance to preview ad options by 15%
2.Putting all customizable options in one place increased customization rate by 2%
3.Having easy selection of budget & duration options increased AOV by 40%
4.Adding facebook connection flow decreased 50% of connection error and fewer refund inquiries.

<Result of hypotheses>
1.Displaying filters increased the chance to preview ad options by 15%
2.Putting all customizable options in one place increased customization rate by 2%
3.Having easy selection of budget & duration options increased AOV by 40%
4.Adding facebook connection flow decreased 50% of connection error and fewer refund inquiries.

<Result of hypotheses>
1.Displaying filters increased the chance to preview ad options by 15%
2.Putting all customizable options in one place increased customization rate by 2%
3.Having easy selection of budget & duration options increased AOV by 40%
4.Adding facebook connection flow decreased 50% of connection error and fewer refund inquiries.

Monitor design update

I improved ad selection and average order value, but saw a 2% drop in the payment section, prompting further review.

Many ads have only few editing options, leading to users not spending enough time previewing the ads. As a result, they frequently click the back button on the second step.

There are numerous instances of "dead" button on the social media frame preview.

Design Iteration for V2

Next A/B testing to increase payment conversion

<Hypotheses>
1. Keeping preview in the next step will increase check out.

Before

After

I updated the process to keep the preview on the second step and removed the confusing buttons from the social media frame preview.

Take Away

I learned to let data guide my design
Collecting user data before ideation informed my design decisions, tailoring solutions to user needs while aligning with stakeholder expectations. Additionally, A/B testing results guided the next steps.
Balancing between user goals and business goals
I struggled to balance reducing user friction by connecting Facebook accounts post-payment with potentially confusing users about ad display. This highlighted the need for clear communication and careful consideration of user experience vs. business goals

Optimizing Social Media Ads Order Funnel to Boost Revenue