Does being a bestseller always bring good experience?
Research on Consumer Experience and Bestsellers Performance Analysis
This study is a UX Research - Business Analysis Mixed Study. The overview is to understand the purchasing perception and post-purchase experience of bestselling products on XX. Fashion to further boost revenue growth. We analyzed reasons for their popularity based on the user mental model and product attributes, crafting tailored experiential strategies for different attributes. We also analyzed a successful bestseller pool as a case study, which was operated by HAYDON Retail, a pioneer offline retail store selling only trending cosmetic products.
The challenge lies in linking user perceptions and expectations with business performance. Utilizing methods including the KANO model and internal data analysis, we categorized consumer demands into Must-Have, Linear, and Attractive attributes. Along with the consumer mental model, we also produced three detailed strategies for creating premium experiential bestsellers.
Research Background
Positive user experiences drive business success. While bestsellers boost platform clicks and GMV, there's room to enhance their user experience. XX.Fashion features diverse categories, leading to significant experiential differences among bestselling products. This research decodes their success by analyzing product attributes. Simultaneously, understanding the user's mental model and preferences when selecting bestselling items allows tailored experiential strategies.
RESEARCH GOAL
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Gain insights into category preferences and purchasing experiences for bestselling products on XX.com Fashion, quantifying consumer priorities during their purchases of bestselling items.
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Exam attributes and business performance of XX.com's current bestselling products in the fashion sector, and evaluate the contrast between user expectations and experiences with these products.
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Create experience improvement strategies for bestselling products with different attributes.
RESEARCH METHOD
Survey Method
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Target Group: Consumers with bestsellers purchasing history in the past 6 months
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Response: 350 Valid responses
Internal Data Analysis
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Bestsellers Criteria: Top 20 SKUs by GMV for each category
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Data Time Range: January to August 2021 as bestselling products
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Metrics: UV, conversion rate, five-star rating, launch time
KEY INSIGHT (Lite Version Due To Data Privacy)
Our insights could be divided into two parts: Consumer Persona and Product Persona
I. Consumer Persona
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When Purchasing Bestsellers, Consumers...
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Prioritize product quality and value for money. They expect superior after-sales service and swift delivery. While less concerned about product variety, they show minimal interest in the bestseller ranking list on XX.com.
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Are careful in brand and product selection, favoring trusted sources for purchasing bestselling items. They habitually rely on official brand channels for information on these products.
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In Their Mind, A Bestselling Product...
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Strikes a balance between practicality and popularity.
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Should also mean quality, value for money, high ratings, reputable brands, and good service.
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When Purchasing on XX.com Fashion, Consumers...
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Prioritize Reliable Reviews and Quality. Better platform services correlate with higher purchase intent.
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Don't demand excessive price advantages for bestselling items, but competitive pricing significantly boosts their willingness to purchase.
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User's Priority Order of Purchase Factors - KANO Model
(For Bestsellers)
Q: To what extent would the following descriptions, if achieved/not achieved by XX.com, influence your willingness to purchase bestselling beauty and skincare products on XX.com?
The Factor Names are not Displayed for Data Privacy
II. Product Persona
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In summary, bestsellers in the fashion category possess the following characteristics:
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Practical & Affordability (Attractive)
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Brand Endorsements (Must-Have, Linear)
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Celebrity Influence (Silent)
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Product Efficiency (Must-Have, Attractive)​
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Decoding Bestsellers:
How does SK-II Serves Consumers from Must-Have to Attractive Attributes
This part describes the details of How SKII designed its service effectively to satisfy the consumers. The result is not Displayed For Business Privacy Protection
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Differences in performance between new and established Products: New Products Receive High Ratings, While Established Products Achieve High Conversions.​
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Divergent characteristics in bestsellers between self-Owned and Platform-Owned Products: Flexibility drives active and strong performance in Self-Owned Items, while Platform-Owned Products have more steady performance.
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Significant differences exist among bestsellers from various categories in terms of price, usage cycle, and return rates. These disparities heavily influence users' shopping experiences and expectations.
​​​For instance, high-return, high-GMV categories like jewelry indicate high-priced items with extended usage cycles. Quality is paramount to consumers, and their experience significantly shapes future buying intent, irrespective of returns.
The result is not Displayed For Business Privacy Protection
III. Strategy for Creating High-Quality Bestsellers
Self-Owned Product + New Product
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Strategy Take Away: Practical Affordability, High Cost-effectiveness, and High "Traffic".
Self-Owned Store Performance Analysis
Here we analyzed the Review Score with the Product Launch Time and found the relationship between GMV and product launch time.
Case Study: A Self-Owned Cosmetic Store
Representative Products: Disposable Face Wipes
Active participation in XX.com promotional activities, continuously attracting consumers through promotions
Quickly adapt to and closely follow seasonal trends
Store Service:
Quality assured, store bestsellers delivered by XX.com Logistics
Platform-Owned Product + Well-known Brand
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Strategy Take Away: Careful Consideration, Long-Standing Bestsellers, Major Brands.
Platform-Owned Store Performance Analysis
Here we analyzed the 5-Star Rate, Product Launch Time, and the UV Value. We found a positive relationship between UV Value and product launch time.
Bad Case Study: A Platform-Owned Home Textile Brand
Representative Products: Duvet Cover
High average order value with significant price fluctuations and frequent price adjustments.
High return rate; Low Conversion Rate; Damaged Packaging; Questionable Quality.
​Bestsellers +Special Scenario + Big Data
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Strategy Take Away: Social Event, Gift-Giving, Celebrity Endorsements.
Case Study: What do Different People Search for before Valentine's Day? (TGI)
(Result Example:) Men Under 35, One Week Before Valentine's Day: (volume of searching) Makeup Sets Increased by 706%, Gold Jewelry by 130%
Case Study - How to Operate a Bestseller Pool?
- One Step Shopping and Social Shopping
Entrance:
Outer Space, Technological Ruins Vibe, which is good for photo shooting.
Shopping:
No Sales Followed
Product Selection:
Bestsellers from well-known cosmetic brand
RESEARCH IMPACT
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​Reintegration of the bestselling product pool to decrease the traffic of products with a high return rate and prevent negatively impacting the user experience.
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Segmenting the responsibilities of bestselling products across various categories; for instance, aligning certain items to "drive traffic" while assigning others to establish a positive reputation.
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