Targeting market flip
Taking a product feature like targeting — which requires pros to autopay for leads — from voluntary to mandatory is a delicate task. We flipped one market, and then more, and then finally the entirety of Thumbtack was operating in a targeting-only world.
Lead designer: Lo Hayes
awareness: 77% of pros in our first market flip could recall the flip was happening
avoided loss: year-over-year revenue of flipped markets on par and sometimes slightly higher than non-flipped markets
improved customer experience: % of pros responding within 4 hours improved from low ~50% to ~+80%
improved pro experience: of pros surveyed in second market flip, 76% of pros stated that targeting always or sometimes benefited their business
action: 29% of pros who visited the landing page turned on targeting