Overview :
India’s largest NBFC embarked on a mission to create a digital platform which would enable its dealers to sell consumer durables and lifestyle products at No Cost EMI. This was different from a conventional marketplace where Financing Options were offered first to the customers and then slowly non financing options were added. The generated hyperlocal e-commerce marketplace gradually grew to over 50 categories having 40,000+ sellers with 1,35,000+ SKUs.
Business Challenge :
To reach this scale, all new features and functionalities requested by the business units had to be developed by the tech team at Bajaj Technology Services . Prioritization of requested features had to be done to utilize the limited development capacity efficiently and effectively. Due to the enormous scale, the available development capacity was used in a planned structure having significant backlogs created. This use case, of which functionalities could be taken up for development,was solved using Adobe Target.
Solution :
One of the businesses run on the platform was the Wheels Marketplace which was a lead generation platform for Two-wheeler and Four-wheeler products. In this, the customers had to click on a button, on the product description page, to go to the payment summary section. As both of these categories were selling products with very high-ticket value, the text shown on the button held critical importance as it defined whether the customer would proceed to the next part of the journey or will they drop off.
Developing each option and deploying on production to check how the CTA was performing was not a viable option. Hence, Adobe Target was used to solve this problem. Using Adobe Target’s A/B testing module, changes could be made to the front end of the platform and run in production by writing and executing scripts. The team then ran a test in production which allowed them to have 4 options for that CTA text to be run in production parallelly for different sets of audiences. Since all 4 options were present, only 25% of the audience saw any option on the platform. This test was run for 1 month and then analysis was done to see which button got the most clicks.
The A/B tests showed that all the button texts had separate conversion rates from product description page to payment summary. As a result, the button that had the maximum conversion was taken up for development, and once deployed, it was visible across the platform for all customers giving consistent numbers for the NBFC.
Pictures :
Case 1: “Book Now” in Pune
Case 2: “Enquire Now” in Mumbai
Case 3: “Explore” in Delhi
Case 4: “Interested” in Hyderabad
Impact :
Proper utilization of Adobe Target’s A/B testing functionality helped the team to define which CTA text was the most impactful in getting users to the payment summary. The test also helped in saving a lot of time for the client as they could check 4 different options at once and decide their development capacity basis the results.
