Duration
2 years
Role
Product designer / Product manager
Industry
Advertising (SaaS)
Team
CEO, 5 Engineers and a Data Scientist
Client
Advertio S.A.
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Intro
Advertio lets anyone to create campaigns based on their online presence and maximises their return by placing their message in front of their potential customers.
Problem
Advertising is not accessible to everyone. Usually a small business owner needs to hire an agency or a freelancer specialist that can do the work for them.
Assumption
If we can simplify the process as well as make it accessible and affordable to small business owners we can help them increase their online presence and drive more sales/conversions).
Users
Small business owners
We should let them know how they can improve their sales and awareness by using our platform, while making sure they understand that it’s really easy to use. Whether it’s a young entrepreneur with a small budget for social media, or a person who owns a traditional business for decades and wants to modernise it, they both should know that we will help them save time, money and reach their customers.
Agencies
We can also try to reach marketing agencies to show them we can help them do their job faster without losing money. Here we need to prove we know a lot about social media and marketing so they feel secure in using advertio to create their clients’ ads.
Long story short
After launching the product (2 months after I joined) we noticed that the flow we had had some flaws which resulted in increased churn rates, refunds requests or simply abandoning the app after the very first screen experience.
78%
of users saw the app and never reached the first page, due to scraper bad performance
15-20%
of paying users ask for refund when charged automatically, stating they do not understand why they were billed that value.
Poor responsive layout
Responsive layout but not mobile first. Also performance problems impact decisively our mobile experience.
Challenges
Dealing with complexity
Our product wasn’t easy to simplify because we needed to comply with RMFs requested by the networks (mainly from Google and Facebook).
Team work was crucial here to understand the dev documentation and check how we could simplify the url and still be compliant with networks.
Tiny team for a complex product
Hard to manage the decision of changing the app after release it. We found that the first solution we putted into the market had a lot of problems, but it was hard to decide how we would approach the changes needed.
Initial webapp was too focused on creating campaigns
The initial flow was too focused on creating campaigns rather than managing one vs multiple campaigns. That was one of the biggest challenges we faced when rethinking the flow.
1st release analysis
- URL Scraper was high friction.
- 76.8% of users saw the app and never reached the first page.
- 16.9% of requests did not work.
- 57.9% of requests took more than 20 sec.
- Complex billing: Not transparent. Subscriptions not available.
- 15-20% of paying users ask for refund when charged automatically, stating they do not understand why they were billed that value.
- Responsive layout but not mobile first. Also performance problems impact decisively our mobile experience.
Homepage
Having a homepage as a starting point whether clients have created campaigns or not. Our assumptions was that this could be a better starting point.
Create a campaign
Simplifying campaigns creation by letting users skipping steps if they were willing to post only for social networks.
Wallet
Allow users to have more visibility over the money they are spending on the platform.
Success metrics
| 18’Q4 | 19’Q1 | 19’Q2* | |
|---|---|---|---|
| Visitors | 100k** | 9.4k | 1.9M |
| Sign-ups | 728 | 1071 | 1291 |
| Conversion | 0.73% | 3.6% | 4.9% |
| Revenue (EUR) | 55k | 165k | 251k |