Boosting orders with Etsy discounts

Etsy

Boosting orders with Etsy discounts

Building discount features with rapid experimentation to drive buyer frequency and conversion.

Project Overview

Through a rapid experimentation roadmap, we aimed to increase buyer frequency and conversion with a variety of discounting features.

I led the design of Etsy's seller discounting and promotional tools over two years. Rapid experimentation significantly boosted orders, GMS, AOV, and repeat purchase rates, while preserving Etsy’s human-centric values.

For sellers, this included new and updated sales and coupon tools to make creating discounts easier, a redesign of the sales and discounts page to drive action, and personalized insights to show sellers the value and potential of discounts for their unique shops.

For buyer-facing discount discoverability, I designed the first "your offers" page to show buyers their available discounts, created new discount notifications in the updates feed on web and the Etsy app, and introduced coupon eligibility for guest shoppers for the first time, along with an abandoned cart nudger on the listing page.

The Challenge

How might we learn about what tactics best drive repeat buyers to come back to Etsy?
How might we expand and enhance our discount tool offering to help sellers get more buyers?
How might we enable, teach, and motivate sellers to take the growth-positive action of activating automated coupons, promo codes, and sales?
How might we increase visibility and efficacy of discount offers received by buyers?
How do we show buyers great value with discounts while keeping Etsy feeling human?

Impact

"Wow, that's Huge. One of our biggest wins in quite some time. Congrats!" - Etsy CEO

Our experimentation roadmap led us to very quickly learning what did and didn't work for driving GMS, AOV, and buyer frequency as measured by repeat purchase rate, while setting the stage for major design and experience imrovements along the way.

Not only was this a financial win for Etsy (and for sellers), but through our experimentation, I was able to set the foundations for a seller communication map and shop insights to help all teams influence seller behavior.