Sellit

Increasing price acceptance rates in secondhand sales

Improved the price suggestion process, increasing acceptance rates by 8% and reducing price-related inquiries by 7%. By providing clear explanations for price suggestions, we built user trust and helped sellers make faster decisions.

Role

Led end-to-end design from research, design, IA, wireframes,
prototypes, and user testing

Team

Project Manager 1, Product Designer 1 (me)
Android Developer 1, iOS Developer 1,
Backend Developer 1

objective

Enhancing transparency and trust in price suggestions.

Sellit simplifies secondhand transactions by handling sales on behalf of users. However, users often struggled to understand the pricing criteria or lacked trust in the suggested prices. To address this issue, we aimed to enhance transparency and credibility in the price suggestion process, ultimately improving the overall user experience.

Problems

Lack of trust in price suggestions

Users found it difficult to understand the pricing criteria, making it hard to determine whether the suggested price was fair.

Increase in price-related customer inquiries

Unclear pricing criteria led to frequent user inquiries and hesitation, increasing the workload for support teams and prolonging the selling decision.

Delayed selling process

Users hesitated to accept price suggestions due to unclear pricing, leading to increased inquiries, a heavier workload for support teams, and delays in the selling process.

Insights

To solve this problem, we explored the root cause through user interviews and quantitative data analysis.

User interview

Price trust

“I’m not sure if the price suggested by Sellit is fair. The criteria aren’t clear, so it’s hard to trust."

Price trust

“There’s not enough explanation for why this price was set. I asked because I wondered if I could sell it for a higher price.”

C2C preference

“I didn’t like the price, so I ended up selling it directly through C2C.”

User behavior analysis

Behavior type

Price suggestion accepted

Market price search

C2C conversion

Final selling price

Perceived price as too low

Sold at a lower price

Insufficient price explanation

Sold at a lower price

Similar to market price

Sold at a lower price

If the price is perceived as too low or lacks explanation, users tend to search for comparisons and switch to C2C.

38% of users who switched to C2C ended up selling at a lower final price.

When the suggested price is close to market value, acceptance rates increase.

Hypothesis

Price transparency

Providing clear pricing criteria will increase acceptance rates and reduce customer inquiries.

Market comparison

Offering data-driven insights for easy market price comparison will lower the C2C conversion rate.

Explorations

To validate the hypothesis, we conducted quick usability testing using low-fidelity wireframes.

As-is

The pricing criteria were unclear, and only a brief explanation was provided.

Users had to search for market prices themselves, as no direct comparison was available.

The evaluator’s price assessment details were not accessible.

To-be

Option

What we changed

Expected impact

Added market price range

Market price range was displayed to help users compare.

Users could understand where their suggested price stands in the market.

B. Added evaluator comments

Added evaluator comments on product condition with inspector’s name & role (without a photo).

Increased transparency and user trust in pricing.

C. Added evaluator photo & direct selling insights

Added an evaluator photo and direct selling outcome insights (time & price risk).

Helped users make informed decisions and discouraged unnecessary C2C transitions.

Providing market price range

To help users easily understand where the suggested price stands in the market, market price data was provided. As a result, users showed a tendency to trust the pricing more, and the acceptance rate of suggested prices slightly increased.

Providing detailed evaluations from reviewers

Instead of presenting only numerical price information, detailed evaluations from reviewers were included. This helped users better understand and accept the suggested prices.

Solutions

To increase price acceptance rates and reduce customer inquiries, we integrated market price ranges and evaluator assessments into the price proposal process. This provided users with clearer pricing justifications, enhancing trust and eliminating the need for manual market research.

Impacts

8% increase in price acceptance rate

By providing a clearer rationale for price suggestions through market price range comparisons and evaluator assessments, the price acceptance rate increased by 8%, contributing to the improvement of key metrics.

7% reduction in price-related inquiries

Previously, inquiries regarding the basis of suggested prices had been steadily increasing. After implementing these improvements, price-related inquiries decreased by 7%, reducing the operational workload for the support team.