Optimizing the Ad Creation Funnel for Real Estate Agents

Web & Mobile · 2024

My Role

Led end-to-end product design for Roomvu’s Smart Ads experience, collaborating with PMs, engineers, and stakeholders to simplify ad campaign creation workflows, reduce funnel drop-off, and improve conversion across the ordering experience.

What is Roomvu & Social media Ads?

Roomvu is a SaaS platform that helps real estate agents create and manage social media marketing campaigns

The project focused on improving the ad-ordering funnel, where significant user drop-off was impacting campaign completion and overall revenue performance.

Results

AOV

+40%

User Engagement

+13.53%

Total Revenue

+12.3%

Conversion Errors

-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 reviewed Hotjar session recordings and Metabase funnel data, then aligned with the PM and stakeholders on business goals.

Problem 1
Confusing navigation

Agents landed on child pages with no clear path forward, causing 45% early drop-off.

Problem 2
No budget guidance

The budget input had no reference points, so agents defaulted to the minimum.

Problem 3
No way to preview before buying

Agents couldn't see their ad before committing, creating hesitation at checkout.

Problem 4
Facebook connection errors

Connection failures after purchasing caused confusion and request a refund.

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

Reducing uncertainty in the ad ordering flow so agents could confidently complete their first purchase

Solution 1

Help users find the right ads faster by offering filters

+15% users engagement

Session recordings showed agents scrolling past relevant ads because there was no way to filter by property type or goal. Without filters, finding the right ad required scanning all options manually — many gave up before selecting one.

I added filter and clear buttons to the top of the ad gallery, directly addressing the discovery problem. This increased ad previews by 15%.

Session recordings showed agents scrolling past relevant ads because there was no way to filter by property type or goal. Without filters, finding the right ad required scanning all options manually — many gave up before selecting one.

I added filter and clear buttons to the top of the ad gallery, directly addressing the discovery problem. This increased ad previews by 15%.

Solution 2

Combine all edit options in one place and remove unnecessary step

+2% users engagement

Edit options were spread across 3 screens, confusing agents about what was saved. Consolidating into one popup removed unnecessary steps and reduced mid-flow abandonment.

Solution 3

Simplifying the choice for budget & Duration

+40% AOV

Agents defaulted to $10 not because they were cheap — they had no reference point. Adding recommended anchors alongside manual input gave them confidence to spend more.

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

Take Away

Designing with behavioral and experimentation data
This project reinforced the importance of grounding product decisions in behavioral insights and experimentation. User research, funnel analysis, and A/B testing helped validate design directions and prioritize improvements aligned with both user and business goals.

Balancing user experience with business constraints
One of the key challenges was balancing a frictionless onboarding experience with business requirements tied to campaign setup and platform integration. Navigating these tradeoffs highlighted the importance of clear communication and designing flows that support both user confidence and operational goals.

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