eBay UK is part of the world’s largest online marketplace, where practically anyone can buy and sell practically everything. eBay connects a diverse and passionate community of individual buyers and sellers with small businesses. eBay wanted to get a better understanding of why consumers lapse, by exploring the perceived site experience and its drivers and barriers. Besides optimizing the current eBay proposition, eBay also wanted to explore a new solution space for online shoppers.To better understand this lapsed behavior, we set up a survey where we went beyond asking questions in order to better engage participants and to gain better insights.
What did we do?
We used a survey design that went beyond simply asking questions in order to fully grasp why customers lapsed. We used a modular survey design in which the survey was composed of different building blocks, each containing different tools or questions. After the main survey, participants were invited to enter “The Village”, an optional survey dimension which allowed engaged participants to continue their collaboration with the eBay brand.
This new survey approach led to an increased satisfaction score amongst participants. In addition participants felt that eBay was more open to their suggestions and feedback, compared to the results of the traditional survey approach. The output of the task-based elements showed that participants went beyond the expected in their involvement, which can be explained by the increased engagement level entailed by the task-based character of the challenge and the social visibility created by the Village. The task-based elements in the Village allowed eBay to grasp the contextual space consumers are in, leading to a better understanding of the ‘why’ behind the survey data.
Furthermore, the tools allowed for consumers to provide suggestions for improvement, leading to more actionable output through consumer stories and suggestions