About the project
Goal
Generate trust for hosts to boost conversion and empower cleaners by using data to highlight their real value in a way that feels clear and credible
Impact
from 21.5% to 26.9%
Conversion rate lift
Context
The project started as a Preferred subscription giving cleaners badges and priority in searches. This aimed to build trust with hosts to improve conversion.
When mapping out the program, we realized it would be quite complex and impact many areas:
1st A/B Test
Instead of building the full program, we decided to test the assumption if a change like a Preferred badge on the cleaner would:
The results
We saw cleaners with the badge were selected more often, but overall conversion dropped slightly (~1%) when looking at completed projects.
Control
7.32%
Accepted bids
21.84%
Conversion
Variant
8.67%
Accepted bids
20.88%
Conversion
Insights
The badge was not tied to real performance, which limited effectiveness.
The top cleaner was not always the first to bid, which meant lower performers were sometimes featured.
Hosts didn’t clearly perceive the badge value whether it was real or perceived
Gathering info for v2
Research
UX Research helped us gathered some info by running a multi-select survey to know hosts' key factors when accepting cleaners bid.
Data
With the Data team, we explored what existing data could help us show cleaner value, without needing to track new events.
Benchmark
We compared how other apps were highlighting some specific elements of the UI to build trust and help user make decisions:
2nd A/B Test
We tested a new way to highlight cleaner value using data-based cards. The goal was to make the information easy to understand and credible for hosts.
Results & Impact
The test improved across all key metrics, showing that hosts trusted clear information and felt more confident choosing cleaners with proven value
Control
7.32%
Accepted bids
21.52%
Conversion
Variant
11.67%
Accepted bids
26.88%
Conversion
Final Reflections
More Than Just Visuals
My role was about turning backend data into something users could trust. I worked with other teams to make information clear for hosts and empowering for cleaners
Don't be afraid of change
We invested a lot in the Preferred Cleaner program, but fresh perspectives could bring better paths. Finding constraints early could lead to stronger decisions!
Other Projects
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