Project Objective

The central aim of this project revolved around elevating the performance of the newly launched end-to-end marketplace on PicPay, which initially didn't meet the anticipated benchmarks. The second quarter witnessed a modest figure of 209 sales with a conversion rate that was below the desired level. Moreover, a noticeable number of users initiated their shopping journey but abandoned it midway, signaling a sub-optimal user experience.

Competitor Analysis and Market Insight

To ameliorate these issues, the team embarked on a detailed examination of competitors’ strategies, with a particular focus on how Inter bank leverages an Affiliate Program. This endeavor was aimed at garnering a deeper understanding of the market dynamics and identifying the root causes deterring users from completing their purchases. The analysis divulged a desire among users for a more diverse array of brand options within the marketplace.

Strategic Intervention: Affiliate Program

Armed with these insights, the team hypothesized that implementing an Affiliate Program could serve as a viable solution. Given its ease of understanding and the minimal time required for adoption, it was deemed a straightforward proposition to communicate to users via emails and notifications.

Project Outcome

The strategic incorporation of the Affiliate Program into PicPay's marketplace proved to be a linchpin in revamping the sales strategy. This initiative not only introduced a novel revenue generation avenue but also propelled a significant 40% revenue upsurge within a span of four months.

Value Proposition

Enhanced User Choice:

By broadening the spectrum of brand options through the Affiliate Program, the project catered to the users' desire for variety, thereby enhancing the appeal of the PicPay marketplace.
Revenue Growth:

The Affiliate Program emerged as a fruitful strategy, driving a substantial revenue increase and showcasing a promising avenue for sustained revenue growth.
Improved Conversion Rate:

The measures adopted not only augmented the revenue but are likely to have had a positive impact on the conversion rate, by addressing the initial issues that deterred users from completing their purchases.
Ease of Adoption and Communication:

The simplicity of the Affiliate Program facilitated easy communication and engagement with users, fostering a better understanding and utilization of the marketplace.