eBay
Express Payout
Adoption improvements
Project Overview
BUSINESS PROBLEM
After launching eBay Debit Card Express Payout, adoption rates were lower than anticipated. Out of over 5 million sellers eligible for debit card express payouts, only 2.5% added a debit card, and just 1.84% used it to receive express payouts. Prior to the launch, our research and competitive analysis indicated a strong user demand for faster payouts. However, a significant gap emerged between users expressing interest in the feature and those actively using it.
GOALS
Increase Adoption: Drive higher engagement and usage of the debit card express payout feature among eligible sellers.
MY ROLE
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User flow
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Wireframing
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Design mocks
DRIVING ADOPTION AT THE TOP OF THE FUNNEL
Before these improvements, all of our engagement points were user-driven. Sellers would see marketing banners, emails, or a "What's New" card on the payment summary page and decide to click on the CTA, leading them to the process of adding a debit card.
With this project, we had the opportunity to implement a more proactive approach to drive engagement and conversion. When sellers visit the payment summary page, we display a one-time-only bottom sheet highlighting the value propositions. If they engage, they are directed straight to the debit card addition flow.
Turn Up The Volume
Before Improvement
After Improvement
Highlighting Through Moments of Intent
Another crucial touchpoint occurs when sellers request a payout, offering an opportunity to make the interaction more contextual. Previously, for sellers without a debit card added, only the bank payout option was presented. This approach made sense, as adding a debit card typically required several days for approval—slower than a bank transfer. Now, with instant approval available, we leverage this moment to promote express payouts. By highlighting the option at the moment of intent, sellers can easily compare standard and express payouts, appreciating the speed advantages of the latter.
Before Improvement
After Improvement
Promote Express Payouts and provide the option to instantly add a debit card
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Sellers find the fees (1.5% of the payout amount) to be both expensive and confusing.
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Major competitors provide faster payouts with flat pricing.
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Our study suggests that adopting a flat fee model could increase adoption by 2-4%.
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Survey results indicate that a $2 flat fee is the optimal price point, balancing higher adoption rates with revenue potential.
Key Insights and Learnings
2024 IMPROVEMENTS
Transitioning Express Payout Fees to Flat Pricing
We communicated the shift to a flat $2 fee for Express Payouts through various touchpoints, encouraging sellers to opt into express payouts or use debit cards for receiving their payouts.
Transit fees to flat pricing
Accelerating Seller Adoption of Express Payouts
For sellers who hadn't opted into express payouts, offering their first three express payouts free of charge proved to be an effective incentive. This strategy encouraged sellers to experience the benefits of instant payouts without the barrier of fees, increasing the likelihood of adoption.
Exposing Express Payouts Option to New Sellers During Onboarding
Previously, eBay only offered sellers the option to add a bank account for receiving payouts during onboarding. To increase adoption of Debit Card Express Payouts, we integrated the express payout option directly into the onboarding flow.
To boost the adoption of debit cards for express payouts, we have achieved it from multiple angles.
Engagement to Conversions
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Increased adoption
Increased the visibility and volume of debit card payout offerings at the top of the funnel to better engage sellers. Emphasized the value proposition of express payouts to encourage sellers to add debit cards.
Reduced frictions
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Focused on streamlining the process to make it as effortless as possible for sellers. Simplified the required steps, provided clear guidance throughout, and minimized the amount of information needed, significantly improving the user experience.
Motivated Sellers
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Through targeted messaging and timely reminders, highlighted the speed, convenience, and reliability of express payouts, encouraging sellers to take advantage of these benefits. Reinforced the value proposition and provided incentives to improve conversion rates.
Results
As a result of these enhancements, we have achieved the following:
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