Relevant
Top of the Homepage
for Catawiki user segments
💡 Context & Opportunity
Currently Catawiki's Homepage is almost the same for every user, but of course not every user is the same or has the same intent in every visit.
The Homepage should serve every user's main need at any given moment, and it should do it fast, without scrolling
Home serves different objectives per different user segments
But... we also have different types of content
How do we create a balanced homepage that it's not 5 km long?
and indeed.. it got overwhelming very fast!
It was not realistic to test the entire Homepage in 1 go:
if it turns out positive: what made it positive? or
if it turns out negative: why?
Investing so much engineering effort in 1 single experiment didn't make sense.
There was a lot of Backend work needed to prep the homepage to support segmentation.
Defining segments to orchestrate content at the top of the homepage
Continuity
SEGMENT 1
1.A: Activity requiring attention
A user qualifies when they have at least one of the following:
A favourite is live now.
The user is outbid.
Their bid has not met the reserve price.
They are highest bidder and the object is ending within x hrs
A favourite is ending soon within x hours and they have not bid.
1.B: Activity to continue
Their most recent favourite ended within the previous 28 days.
They did not win the object.
They don’t qualify in 1A
So, we had to scope down
A user qualifies when:
They are logged in.
They do not qualify for Segment 1.
Their account was created at least 24 hours ago (which means recommendations are available)
Relevance
SEGMENT 2
How will we measure success?
Our goal is to validate the hypothesis:
If we show the most relevant content at the top of Home for logged-in user segments,
then users will place more bids
because they can immediately see what matters most to them at the right moment.
Results soon ;)