It was clear that there were a number of things the sellers were doing to get their work done. Even when regular payment links failed to meet their needs.
We decided to create a new “Smart Link” to cover the most common use-cases.
We could come up with several features but we didn’t want to overwhelm the seller. Therefore, we decided to prioritise.
We divided the “Smart Link” into 3 steps:
Features that have a bigger business impact took first priority.
For eg: A business runs the risk of overselling inventory without automatically expiring payment links.
Features like collecting additional customer data, changing the colours, were optional. It doesn’t have a drastic impact on the business itself and the sellers can choose to skip this step.
The third step would enable the sellers to use and send the Link on various online platforms.
We also renamed “Payment Links” to “Quick Links”. They were quicker to create than the Smart Links.
Validation and Insights
Smart Links adoption was better than we expected. About 10% of our active user base adopted Smart Links within 90 days from the launch.
We decided to call up users who used Smart Links on a regular basis. Here is what they had to say:
“It is nice to thank people after they make a donation.” — Instamojo seller.
(42% of all Smart Links have a thank you note.)
“I have to give the details of the travel package to the customer so I use the Smart Link.” — Instamojo seller.
(27.9% of Smart Links have a description.)
“I sell exclusive products so my offer is time-bound plus I can get the customer’s shipping address too.” — Instamojo seller.
(19.7% of all Smart Links collect Shipping address and 19.5% expire based on time.)
“I redirect my students to a registration form after they make the payment.” — Instamojo seller.
(20.7% of Smart Links redirect the customer to a different page.)
Even some API users started using Smart Links, although they can implement these features easily on their end.
Here is what they had to say:
“I use Smart Links, my tech team uses the API.”
“I want to give loyal customers discounts, so I send them a Link.”
“Some customers find it difficult to pay on the website so I just send them a Link.”
The icing on top?
Many users were not aware that they were using a “Smart Link”. To them, these features were obvious and the complexity behind them, invisible.