Simplifying Social Media Ads Order Funnel to Boost AOV by 40%

Web & Mobile · 2024

What is Roomvu & Social media Ads?

Social media management platform for real estate agents and brokerages (SaaS)

It allows users to automatically post read made social media content and capture leads from it. It also runs Facebook and Instagram ads to reach a wider audience in the agent’s target area.

Results

AOV

+40%

User Engagement

+15%

Total Revenue

+12.3%

Facebook
Connection Error

-50%

The Business Problem

40% of customers dropped off after landing on the page, leading to a big loss in revenue for the past 3 months

Discovery

What were the problems on the current flow?

I began by observing user behavior through reviewing data on metabase,recordings on hotjar and understanding goals of the stakeholders

Problem 1
Inconsistent UX navigation pattern

The design of this page doesn’t match other pages on the platform, causing 45% of users clicking to go back to dashboard

Problem 2
Confusing 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.

Problem 3
Ads customization is not placed in intuitive places

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

Problem 4
~30 monthly tickets caused by Facebook connection errors

When user didn't connect their account, it was notified to connect on the different page which led to confusion and Ads not running properly.

The Goal

Improve the order completion rate by optimizing the ad content selection and customization flow to reduce drop-off

Ideation

Ideation A : 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 B : Keep the preview on the page

Pros : Users can order Ad in one page
Cons : Having these 2 tabs can increase back and forth clicks between choosing Ad and budget

Ideation C : Using Tab to order Ad

Pros : Can preview quickly and choose select the styles.
Cons : The page can become overwhelming as many actions to do in one page.

The solution

Help customers find and customize the right ad for their target audience by providing filters, increasing lead generation.

Solution 1

Help users find the right ads faster by offering filters

+15% users engagement

The original design wasn't easy to navigate finding the Ads based on users needs. I provided the top filter buttons to help users quickly find the right ads.

Solution 2

Combine all edit options in one place and remove unnecessary step

+2% users engagement

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 uncessary step.

Solution 3

Simplifying the choice for budget & Duration

+40% AOV

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

Solution 4

Add Facebook connection steps after purchase to reduce connection errors

-50% Error

The Facebook connection error notification was placed on the wrong page, making it hard for users to notice. As a result, the CS team received ~30 tickets per month, with 20% of users reporting that ads weren’t running properly and requesting refunds.

Validation

A/B testing to validate user's behavior and key hypotheses and In result, AOV increased by +40% and +12.3% total revenue

A/B testing to evaluate user behavior and validate key hypotheses and In result, AOV increased by +40% and +12.3% total revenue

Web

A/B testing to evaluate user behavior and validate key hypotheses and In result, AOV increased by +40% and +12.3% total revenue

<Hypotheses>
1. Displaying filter & clear buttons will increase the chance to preview Ad options
->Displaying filters increased the chance to preview ad options by 15%

2.Putting all customizable options in one place will increase the order
->Putting all customizable options in one place increased customization rate by 2%

3.Having a easier customizable budget & duration option will increase the payment and revenue
->Having easy selection of budget & duration options increased AOV by 40%

4.Adding facebook connection flow will decrease Facebook connection error and less refund inquiry
->Adding facebook connection flow decreased 50% of connection error and fewer refund inquiries.

<Hypotheses>
1. Displaying filter & clear buttons will increase the chance to preview Ad options
->Displaying filters increased the chance to preview ad options by 15%

2.Putting all customizable options in one place will increase the order
->Putting all customizable options in one place increased customization rate by 2%

3.Having a easier customizable budget & duration option will increase the payment and revenue
->Having easy selection of budget & duration options increased AOV by 40%

4.Adding facebook connection flow will decrease Facebook connection error and less refund inquiry
->Adding facebook connection flow decreased 50% of connection error and fewer refund inquiries.

Mobile

A/B testing to evaluate user behavior and validate key hypotheses and In result, AOV increased by +40% and +12.3% total revenue

Design Iteration

Problem 1

Due to short preview time, users repeatedly went back to check ads

Problem 2

Frequent dead buttons on social media frame preview

Solution

Made the frame button less prominent and extended the video preview to the next step for longer viewing

As a result, dead clicks decreased by 14.5%, and users went back and forth less to preview ads

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

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Simplifying Social Media Ads Order Funnel to Boost AOV by 40%