FEATURED PROJECT OF THE MONTH: Forza Ticino or how people buy second hand products in Ticino.
If a certain product performs amazingly well in one particular region of a country but rather poorly in one specific area, what can you do to change things for the better?
What if the stats of your monthly entering visits would look somewhat like this, whereas the red line represents the Italian speaking community and the orange line represents the German speaking community.
When tutti.ch firstly realized the geographical disproportion of monthly entering visits, CPO Micha Jahn decided to do an in-depth analysis, after he understood that it did not seem to be caused by one specific event, but be a more global state of the Ticino traffic.
So here’s what was done:
Ticino, come stai?
Michael Jahn saw several possible dimensions for analysing the decrease in growth.
- The Product, which had just been changed to a responsive website
- The Marketing Strategy, however there hadn’t been made any changes
- Environmental Conditions, which could have impacted the user traffic
Michael involved the PUX team to help uncover the problem, because in the daily tutti.ch business were just too many things to do, to actually focus on just one small area.
This is where Anna, UX Researcher at PUX team and René, Head of Growth at PUX, came into play.
Anna posted the following questions for her analysis:
- Why is there a downward trend in Tutti’s traffic regarding entering visits?
- What are the possible ways to increase growth in the region?
A holistic approach to Growth decline analysis:
René, created an issue tree for a holistic analysis of the long term decrease of traffic.
After brainstorming all possible problem areas (Market, Product, Channel), and finding the possible reasons, the corresponding analysis, which should be performed on each level, was decided upon.
- Analysis of the Market:
Firstly, Anna scanned the analytics data provided by the Tamedia Digital Analytics team of the Facebook marketplace (FBM) to see whether the growth of the FBM was disproportionately high, which might be a possible explanation for the downward trend of the enterings. However, she soon understood from the numbers that, on the opposite hand, FBM had not only not been gaining disproportionately more users than other cantons, but was facing the same issue as Tutti.ch: There are far fewer entering points in Ticino than in any other area of Switzerland.
The analysis showed not only that the decline in Entering Visits is not due to a change in the market, but that similar players in the Ticino region also face the same problems. So the problem did not seem to be Tutti-specific.
2. Analysis of the channel:
Maybe where your users come from has changed. Anna looked at different referrer types, however found out that none of them have dropped significantly.
3. Analysis of the product:
For analysing the product itself, namely the tutti.ch webpage, Anna conducted a survey (of course she did). The goal was set to compare answers from the different regions of Switzerland and therefore understand with a quantitative analysis, how the product is differently used and perceived in Ticino.
Here’s what the survey included:
- General questions on usage background
- Opinions on usability, design, and attractiveness of the product
- Brand perception
- Qualitative feedback
The scaled users answered the questions "how useful" and "how enjoyable", measured the users' satisfaction, perceived effectiveness and efficiency of the product, and opinion on interface design.
And here’s what Anna concluded:
- Generally, users in Ticino are more likely to use tutti.ch for Real Estate and other Verticals than second hand goods. Therefore, their needs of functionality differ from users in the German speaking parts of Switzerland.
- The Usability scores gained from the UMUX need special improvement in Ticino. This might be due to the different use of the platform.
- Generally, users in Ticino less often buy second hand goods. From additional comments of the survey it can be concluded that users from Ticino have had more bad experiences with second hand purchases than users from the German speaking parts of Switzerland. This would also explain the low traffic on Facebook marketplaces. The trust topic was repeatedly pointed out as an issue in the qualitative feedback.
- The survey highlights that a differentiated focus on users in Ticino should be made. With further user research it can be determined how the pain points differ in the Italian-speaking part of Switzerland. That would, in the long term, increase the AttrakDiff score.
The conclusion and tutti.ch’s further plan
Michael sees an analogy of Tutti’s strong market position regarding real estates in Ticino and the dominating use of tutti.ch as a real estate- and verticals platform. Because of the leading market position, tutti.ch has the most content of real estates and other verticals, and therefore gains the most traffic. This is why Michael was not surprised by Anna’s findings. It is easier to cover the whole jobs/real estate’s market than cover a market where a smaller community would have the same broad choice of agricultural vehicles available to them as in the much bigger German-speaking part of the country.
Michael sees the trust component of second hand goods not as a Ticino-specific problem but as a problem of marketplaces in general. But it could be an even bigger problem in Ticino.
For him, the greatest value of the survey’s outcomes outcomes of the survey is the realization that there are different types of user profiles in Switzerland. If you're a market leader in one area, you should shift your focus and cherish that position.
Currently, tutti.ch is establishing its own UX team and therefore creating a product map which is multidimensionally mirroring what represents tutti.ch as a product. And this research was a solid start for a bigger picture in which the product as well as the user will be understood in the future.
And one more important finding: After conducting the research, Michael understood that a continuous analysis of the usability is a great advantage. As a further step, it is planned to integrate a HaTS survey on several entry points of the tutti.ch platform. (If you don’t know yet what that is, read our featured project of the month).