The Problem:
GigMasters is a 2-sided online marketplace. Bookings were dropping slowly and consistently, and there was a perception of increased member leakage. Is there a relationship to buyer protection awareness?
Tactics:
Surveys were crafted and sent to clients recently entering a request for service about their awareness of Buyer Protection services. This was conducted as a longitudinal study, sending the survey out to new clients regularly to gather feedback.
Findings:
Awareness of Buyer Protection was steadily dropping, due a to number of reasons identified. Once educated on this service, over 90% of clients indicated they would book within the system.
Results:
- Conducted renaming assessment for Marketing Department that concluded in renaming the service.
- Added Buyer Protection email into standard communication flow.
- Placed educational info on Request Free Quote page, resulting in 38% less leakage in live tests.
