Product Teardown: How Meeshošcan Improve it's Engagement and Retention for the End Customers
šĀ Hi, Iām Harkirat Singh. I write Inside Startup, a newsletter to help Startup founders and Product growth managers to accelerate their product growth through GTM strategy, growth and marketing experiments.
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šØImportant Message: This project was completed in Jan-Febā22. And it didnāt reflect the new changes made within the Meesho app.
Hey folks,
How itās going? I hope your Preparations for Diwali Week are full on :)
By the way, Iām back with another Product Teardown. This time I am sharing my analysis on Meesho done at the start of this year.
I didnāt get a chance to publish it so I thought of doing so this week!
Please feel free to share feedback on my analysis in the comments or on my Whatsapp DMās!
Without further ado, Letās get straight into it!
š¤ Problem Statement
(As given during Product Folks Teardown Event)
Meesho is also the platform of choice for millions of consumers from Tier 2+ cities to purchase the best quality products at the lowest prices. One of the goals at Meesho is to increase the frequency of visits and time spent on the app by these end consumers.
Putting yourself in the shoes of a product manager at Meesho, conceptualise a product strategy to improve engagement and retention for end customers on the Meesho app.
š„ User Persona & Journey (Post Research)
š§š» Persona 1
Somya, aged 21 is a Loyal customer of Meesho. She lives in Guna, MP and is doing her Bachelorās degree. After college, she's pursuing a paid internship in a startup as a social media marketer. On average she spent 2-3K in the last 2 months buying clothing and accessories products from Meesho.
Goals & Motivations šÆ
Order is easy to place.
Wants to buy good quality Clothing products at a cheap price.
Flipkart and Amazon are a bit costly for the same product so use Meesho.
Frustrations š
Product filters don't show the desired product.
Product reviews and images don't look credible.
Product categories on the home aren't consistent.
Products in fav. sections disappear once out of stock.
No product comparison & recommendation is available.
Customer service takes at least 1 week to resolve the issues.
š©š» Persona 2
Kusum, aged 25, is a Bargain hunter (Occasional) customer of the Meesho. She lives in Dhanbad, Jharkand and is working as an Assistant Junio worker at the Sahara office. She uses the Meesho app occasionally whenever has extra money to shop. Or she purchases on Meesho during the festive season at affordable & fashionable products.
Goals & Motivations šÆ
Good range of products at affordable prices.
On cost comparison, She found Meesho to be the cheapest for the same product available at Flipkart or Amazon.
Her first order through Meesho turned out to be nice, so she prefer Meesho.
Frustrations š
The search and filter option does not work properly.
If there is an item or product image searched for, instead of showing search not found, the app shows useless products to her.
Product discovery is difficult in comparison to Flipkart & Amazon.
š”UX Enhancements & Feature Suggestions
Improve Product Discovery
Problem #1: The search bar & filters aren't showing the desired product.
Possible Solution #1: Adding Product filter (colour, size) nudges in between the product list cards.
Persona: Somya, Kusum
Description: This would help the user to add dedicated filters on the go while scrolling that may lead him/her to a specific product in less time. These filter nudges in between should change on the basis of the product.
Metrics:
Average Activity Time
Bounce/Drop-off Rate
CTR
Problem #1: The search bar & filters aren't showing the desired product..
Possible Solution #2: Adding Product filter (colour, size) nudges in between the product list cards.
Persona: Somya, Kusum
Description: Helping users to Complete purchases in less time. The assistant bot can offer users product recommendations & also help shoppers with queries related to the products.
The chatbots can provide details about gift vouchers and coupons that are offered on festive seasons or other special occasions so that the customers can proceed with the purchase of their wishlist products.
Metrics:
Commonly searched product.
Goal Completion time/messages/taps.
Problem #2: The search bar & filters aren't showing the desired product..
Possible Solution: Adding Product Recommendations based on user past behaviours & interests.
Persona: Somya, Kusum
Description: Helping the users discover and narrow down the relevant selection. If a user is just exploring, weāll show a more diverse and fresh selection and once the user starts narrowing down, weāll show more targeted products. 79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the customer has had with the brand.
Additionally, adding a FOMO factor such as "limited-edition available" on recommended products available for loyal customers will help indirectly motivate non-programs customers to take quick action.
Metrics:
Average Order Value
CTR (Click through rates)
Improve Conversion Rates
Problem: Product reviews and images aren't trustworthy. This leads to an increase in users drop off rates.
Possible Solution: Adding the Product highlights card and FAQ section
Persona: Somya
Description:
Product Highlights: A card showing the popular review or adding an influencer review. Build trust in the product and company, often through social proof. This is a Psychological trigger to convince users to add to the cart.
FAQ section: Provide answers to any questions users may have quickly & efficiently.
Metrics:
Bounce/Drop-off Rate
CTR
Increasing Stickiness
Problem: Lack of motivation to come back on the app when no product/offer in mind.
Possible Solution #1: Adding short videos created by influencers on the app for best selling items. The preferred location for this feature would be homepage.
Persona: Somya, Kusum
Description: Having experts sell you products builds good trust & also removes the huge barrier of English product descriptions which many people are not comfortable reading, these descriptions are now explained by Experts during the video. This would keep users returning to the app even when they donāt have a specific purchase in mind.
Meesho can target users who have watched a certain kind of product video in the past 2-3 days with intuitive, relevant, and personalized video recommendations.
Metrics:
Watch time
CTR for shop button
Average order value
DAU/MAU
Problem: Lack of motivation to come back on the app when no product/offer in mind.
Possible Solution #2: Adding live/time-bound quiz contests in the community section to increase users engagement.
Persona: Somya, Kusum
Description: Use a timed Quiz or make a quiz competition where the ones that answer the most questions in the shortest time win a specific prize. This might increase app stickiness and engagement while also providing valuable insights regarding your customers and their needs.
Users in Tier-2+ cities (70% of Meesho users belong from there) have lots of free time that they spend watching videos & playing games.
Metrics:
No. of participations
DAU/MAU
Average activity/session time
Improving Community Feature Awareness
Problem: Don't see any use of the Community feature.
Possible Solution: Nudge users with the "Live contest" and "Daily reward quiz" cards in between the product list view and the Home page
Persona: Somya, Kusum
Description: This would increase the visibility of the community feature & motivate the user to join the contests/quizzes.
Metrics:
CTR
No. of Participation
Other Suggestionsā¦
Adding Upsell products card that might go well with the user's previous purchases will help to increase the visibility of the seller's product plus would help to increase the average order value.
Other Important metrics to track for engagement & retention
Lifetime Revenue Per Visitor
Customer acquisition cost
Bounce/Drop-off Rate
Total Number of Purchases / Month
Meesho can launch a special "Loyalty programme" for Loyal & frequent customers providing them with privileges such as faster& free deliveries, early access to deals etc. This can be started free for a small cohort of loyal users and then can make it paid with a small subscription fee.
Meesho can aim for partnerships with short video platforms such as Moj, share chat, and Mx Takatak by providing convenient access to products that are being showcased by content creators. Users will get a seamless content and commerce experience on these platforms wherein they can buy tagged Meesho products directly from the video screen
š¢Feature Prioritization
Thatās all from this Teardown folks!
If you like what you read, please share this post within your company Slack or Whatsapp groups. It means a lot to me :)