💡 Context & Opportunity

1.9 million non-registered visitors come to Catawiki every week. More than half million land on a closed page, and that's their very first impression of Catawiki. Only 0.2% converts.

We currently have 23 million closed pages, that are making very difficult for us to index and rank more relevant landing pages (like open lots and SEO collections).

How might we improve SEO New Visitors’ first experience with Catawiki by matching their search intent with relevant pages, from where they can more easily convert to Catawiki winners?

Design Scenarios

In order to really understand the user beyond numbers and dashboards, we created design scenarios imagining 3 potential new SEO visitors to Catawiki.

Scenario 1: Lulu

Lulu is a Keith Haring's enthusiast since she first saw his work in an art exhibit in Italy. She'd like to get an original Keith Haring print for her studio.

Scenario 2: Carlos

Carlos has been collecting vintage watches since he inherited his grandfather's collection. He is now expanding his collection with Pocket watches, and is looking for something that catches his attention.

Noah and his son Timo have shared the hobby of Formula 1. They've been together to several F1 events and have shared many happy memories. Noah is looking for the perfect graduation gift for his son and thought of a F1 model.

Scenario 3: Noah

We ideated together

and came up with many ideas on how to solve the problem stated above. We also voted for the ideas we believed were stronger.

Then, we played made quick sketches

Our ideation method was Crazy 8s.

We realised this was more than a redesign

• Being an auction site means having closed unavailable products (objects) every week.

• Closed pages still had value for some marketing campaigns or blog pages highlighting a very special object that was sold in the past. This means we could not simply get rid of all these closed pages.

• But we still had a big opportunity with traffic coming from SEO. These users were bouncing right away because the closed page was a dead end.

💡 Redesigning the closed pages was not a longterm solution

First attempt: Closed page redesign

So we redirected traffic to category pages instead

We believe that if we redirect new SEO visitors to an optimised Category page, including a reference of the closed object they clicked on google, they will be more likely to keep exploring other open objects and eventually register.

The results validated our hypotheses

When we redirected new SEO visitors to relevant category pages, with the object they clicked on Google highlighted at the top, more users stayed on the page and continued exploring.

+18%

+1.5%

Registrations

Product pages visitors