Hagerty Sell Page Redesign
Increase auctions submissions over 2x
Hagerty Marketplace revenue growth relies heavily on growing auction inventory. The previous “Sell a car” landing page resulted in a majority of users opting out of auctions and instead into the classifieds route (which is user-run and not revenue generating) when submitting a vehicle for sale.
So we redesigned this page to highlight auctions and its value proposition, with the goal of increasing the amount and quality of auctions submissions to support business growth.
Previous design issues
On the previous design, we lost roughly 50-70% of users to auctions because they were submitting a classified instead. It gave equal weight to both selling avenues, leaving users to make assumptions that classifieds was cheaper, faster, and/or easier, which is not necessarily true. Additionally, it did not visually show vehicle examples which resulted in many users submitting low-quality vehicles for auctions.
Redesign requirements
With the goal of steering users down the auctions selling route to support revenue growth, we redesigned the new landing page to holistically showcase auctions by:
Clearly highlighting auctions benefits
Clearly explaining the auctions selling process
Showing proof of value via auctions sales highlights and testimonials
Being more visual, exemplifying to users the quality and types of vehicles we sell on auctions.
Showcase auctions value proposition
The auctions value proposition is more clearly outlined in these bulletpoints right at the top of the page.
Show proof of successful sales
To showcase the visibility and revenue potential sellers could gain if selling with Hagerty, we show past auctions with exceptional prices and high engagement stats. This was also is a visual way to show the quality of vehicles we sell on the platform.
Highlight satisfied customers
To further showcase proof of value, and to humanize the page with real quotes from real people, we highlight testimonials from satisfied sellers. This is another area to visually show the quality and types of vehicles we sell.
Results
Since this new design biases towards auctions, highlights the auction value proposition, and has more visual examples of sold inventory, it was much clearer to users that auctions was the better selling route, and much clearer what types and quality of vehicles we were looking for. Auctions submissions grew 288% and we reduced seller acquisition costs by 47%.
