Evaluate the status quo
Merchants on Google my Business, at the beginning of each month, receive an email with their monthly performance. To kick-off the project, I wanted to get a signal on how important is the information in the monthly email and how confidently merchants can answer the question of how well their business is performing based on what they see in the email as well.
To do that I launched a survey with an internal surveying tool, to 178 million merchants who use GMB everyday.
I drafted 6 questions for the survey that I wanted to get signal on and collaborated with a UX Researcher to sense check them in order to remove any biases and make sure there are no leading questions. We lunched the survey to the 10% of our user base across the US and the UK and after 2 days we got the results back.
The results of the survey that we got back were pretty clear:
- All merchants find the top search terms very useful
- Most merchants find useful how many people search for them on Google
- Most merchants find useful the fact that they can see customer interaction such calls and directions
- Most merchants would like to see more customer interactions like photo and post views
Amplify with qualitative evidence
Apart from the monthly performance email (MPR), I wanted to understand what are the most valuable metrics in the current Insights page so that I can see any commonalities with the survey results and what might some pain points that merchants have on this page.
At that time the UXR team didn't have capacity for this project so I lead the study plan, defined the goals of the research study and what questions we are trying to answer. However, I used the Research team's office hours to sense check that my testing plan is free from biases and to refine the questions if necessary.
We did unmoderated user testing sessions for the Insights page using usertesting.com. We recruited 15 GMB merchants with a split between US, UK and India since it's one of Google's target market for developing economies (Next Billion Users).
(testing plan photo before)From the analysis of the user study the most important findings were:
- The views of the Business Profile and search keywords that customers use to find the business on Google are considered highly important
- Customer interactions e.g calls, messages direction requests and photo/post views indicate to merchants how their business is performing
- How many customers find the Business Profile on Google Search and Maps is valuable information in terms of targeting the audience better
- The language that is used in the page is not very friendly and is considered technical which impacts the understandability of some metrics
- The page was considered very long and some ppts mentioned that they don't get to the end of the page but rather skim through the data
- photo of user testing session
After we the UXR study we had a good idea of the problem space and the metrics that merchants care most about.
With my PM we formulated a hypothesis which we wanted to build and launch as a test in production.
We believe that
Having a glanceable reporting page, showing the most valuable customer interactions, the Business Profile views and the top searches will increase the retention of Merchants in the Insights page on mobile. We will know this is true when we seen an increase in retention from 26% to 34% and no negative impact on other core GMB metrics like post creation.