Agriculture E-Commerce — PM Case Study
Most business models have focused on self interest instead of user experience
— Tim Cook
On 2022, I really like to shop at grocery online and try a few Apps. and yet I found some interesting App that I would like to try “Sayurbox” Apps. So for some introduction about Sayurbox, it’s a agriculture e-commerce that sells fruits and vegetables that are harvested and shipped directly from farmers to their customers. Currently based on similar web, 2022 Sayurbox website is currently more than 70K visitors a month, with the number of downloads of the Sayurbox application on the Google Play Store reaching 344K downloads.
So on this article, I will specifically discussing about my findings about the Apps.
Background
Market Size Online Groceries Store in Indonesia
Based on statistical data (we are social,2022) shows that:
- Total population in Indonesia from age group 14–65+ 175 Mio with the 96% of them have a smartphone device or equal to 167 Mio
- 9.9% or 16 Mio of total of population made a purchase with online transactions
- And 36% of them (5.9 Mio) Users are buying any groceries from online store.
And also from 36% of them, annual spend in online f&b products $5.95 Bio (USD) with YoY change from last year (+101%). Imagine How big is it!🤯 Several Studies also says 43% of people much willing to buy fresh product online in Indonesia.
About Coupon and Voucher
- Just found this interesting research about the coupon here that from the latest survey, it shows that user usually tend to use coupon / voucher on a online store. It shows that there is a shaped behavior from them to always applying any coupon to get discount
- Secondly, if we talk about voucher and numbers, people are good with numbers. From this data shows that 70% of millennial look for deals first before buying products.
Quick Research About Sayurbox
Based on my research, current online shopping CVR for F&B is on 4.4%. So if Sayur box have at least 70.32k DAU. Approximately if we try to use CVR above, the current rate is on 3.094 daily users who goes shopping at sayurbox on 2022.
Findings on Sayurbox
App Version: IOS (1.58.1)
Based on figure 4. I knew that there are some confusing step when users wanting to choose some of the voucher code:
- they pick “pilih kode” as a user I would expect the voucher code will be copied or at least I can triggered to specific pages to simplify user shopping experience.
- I also found out, that the voucher page only exist for Voucher point only. so there are no specific pages for Voucher/coupon.
Please see the end-to-end coupon purchase based on figure 5.
There are some difficulties from customer side when applying coupons:
- When they want to apply voucher, they need to input the voucher code manual
- When i want to apply voucher, I also need to know the terms and condition, but it didn’t show on the popup. When I try to apply then the error message appears that told me to add more items to apply the coupon (OVODISKON)
- The Coupon announcement, it only announce on social media (instagram) for ex: OVODISKON and it not shown on Apps, so there will be a lots of non-socmed user didn’t know if there’s any coupon that they can apply resulting in lack of engagement.
- Free ongkir for with minimum purchase order appears on the cart pages is a good idea to put it on below header, but in my opinion it would be look more legit if we make it as a coupon to apply multiple coupon like gojek & Shopee.
Coupon Page Research
Gojek — Coupon Page Research
If you take look on Gojek App, there is a dedicated Promo Coupon page that highlighted important Points:
- Coupon Expired timeline
- Coupon Category Type
- Coupon mandatory Information
- Infographic for Coupon T&C
- Remove Button
- Status Coupon (Applied Coupon)
Shopee — Coupon Page Research
On a shopee as you can see:
1. They even can search coupon code, but since the coupon code on shopee have many variations they would need to consider search coupon.
2. There are category for delivery voucher and discount/cashback.
3. There are some information that shows to add more items to upselling the products.
4. There were a infographic such as:
- Timeline estimation
- Cashback
- T&C hyperlink
Proposal Feature Suggestion
- Personalized Coupon -> personalized coupon its an effective strategy to retain the customer, using a logic to add promo based on their buying preferences. An example about the personalized entertainment is the wrapped up spotify that increase app download for about 20%.
- PopUp Promo -> PopUp promo vs Banner it would be effective to use popup if we want to attract some of the users that want use promo even though if they will be annoyed, but as you can see on the other Apps like segari / tokopedia they also use popup promo to inform their coupon.
- Add Coupon Page & Share system -> this one is also an essential part of e-commerce product that needed by customer, because they will need to read the current promo that they need and match with their current budget / T&C.
- Auto Apply Promo -> an auto apply promo can be used to add gimmick and will make the flow more seamless, so the user can easily checkout without any experience to add a coupon.
- Categorization Promo & Search promo -> this categorization will also needed to categorize based on each coupon purpose like (product_type promo, Merchant_partner, and etc).
Feature Prioritization
Therefore from those 5 projects, I have created some of the RICE score calculation to define what project that needed to be prioritized based on this equation:
From my opinion that need to add coupon page & share coupon are the MVP of the projects.
Wireframe & Flow
Please see this Figma for detail End-to-End flow process that i’ve made here.
Coupon Page on Homepage
- As you can see on the voucher page, there will be some adjustment for user, when they open the voucher button, they will redirected to coupon page (step-2) that filled out with voucher and brief explanation about it.
- As you can see on the voucher page there will be some simple categorization based on voucher type such as (platform voucher / partner voucher).
- And the other things that user can see the details of the voucher when they click the “lihat syarat dan ketentuan” ,it will be redirected to home page if users click “gunakan voucher” and there is also floating notification message that inform users that the voucher is already applied when they want to make a purchase.
Checkout — Coupon page
For the brief explanation about the 2nd user journey:
- There will be some adjustment on coupon section, that coupon button will be more stands out and if they click they can redirected to coupon page
- On the coupon page, there will be checklist icon to mark the coupon that have been selected by the users
- Users also can input their pin Manually using the button input pin manual on the bottom of the page
- User can also see the details of the T&C coupon.
Iteration Feature — Share Coupon to friends
For the summary of this iteration feature:
There will be a new button on coupon for user to share the coupon and let the other friends know what’s about sayurbox, it will be create a template message with a hyperlink to let the user redirect it to the Sayurbox App and coupon pages.
Metrics to be Monitor
- Coupon Usage, in terms of Count,amount and partner categories:
To see the before vs after coupon page deployed out about the engagement. - Coupon basket size (Apply coupon without any checkout)”To see whether user just confuse to use promo or not.
- Funnel analysis from checkout page — Apply coupon — payment:
To see the current bounce rate or drop off rate at what step / point. - Sales conversion rate:
To see the current CVR after the share coupon page deployed out. - Coupon share rate:
To see share rate if the feature is useful or not.
Closing
Ok, So you’ve reached at the end of this article 😄 that’s all content that I can share you guys. Please also share your thoughts or other suggestion on comment belows. 🙏
