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Measuring Usability ROI at eBay

Measuring Usability ROI at eBay . TM. Kelly Braun Manager, Usability Engineering eBay Design Labs. Getting Started. It’s easy to see the costs Demonstrating the value requires planning What is important - Savings? Revenue? Both? Need to gather baseline data

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Measuring Usability ROI at eBay

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  1. Measuring Usability ROI at eBay TM Kelly Braun Manager, Usability Engineering eBay Design Labs

  2. Getting Started • It’s easy to see the costs • Demonstrating the value requires planning • What is important - Savings? Revenue? Both? • Need to gather baseline data • Need business data (usually company confidential)

  3. Data needed • ROI calculations • Cost of diversion in missed revenue opportunities • Cost of answering users’ question • Design insight • Page statistics to find where users get diverted • Success metrics: Post-design • page statistics • increased revenue

  4. Sell Your Item Form (SYI)

  5. SYI form • Look at page statistics and see where people leave process • Estimate usability impact • Use data to gain insight for re-design • We assumed the complexity of the page was contributing to the drop out rate. • How much revenue could be generated if we reduced the drop off rate by 1%?

  6. SYI Revenue increase calculations • Reduce drop out by 1%  Increase # of listings by 1% • 1.1 million listings per day  11,000 more listings per day. • Minimum listing fee = $0.30 • 11,000 listings x $0.30 = $3,300 per day • Or • $1,204,500 in listing fees per year

  7. Additional SYI ROI calculations • Final Value Fees (FVF) • All items that sell on eBay pay a final value fee (FVF) • 11,000 more listings x item sold rate x average FVF • Savings in Customer Support costs

  8. SYI Usability Costs • One usability engineer for 3 months (team input and testing) • Testing assistant for 2 weeks • Participant incentives • Additional UI design (1 week) to address usability issues and redesign.

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