Key Takeaway
By redesigning the job posting flow to surface trusted contractors earlier in the user journey, we increased Kabanchik’s average revenue per user by 30%. This update improved user confidence and increased engagement with the platform's hiring process.
Client Overview
Kabanchik.ua is a leading two-way marketplace in Ukraine that connects users with skilled contractors for one-off jobs such as cleaning, repairs, and deliveries. The platform supports both customer-initiated postings and contractor-driven listings and serves thousands of users daily with a trusted, review-based reputation system.
Opportunity Background
Kabanchik allowed users to either post a job to the open marketplace and wait for contractors to bid, or manually select specific contractors and post the job directly. However, platform analytics showed that most users followed the default path of posting publicly, with far fewer exploring the manual selection option.
Qualitative research revealed a key insight: around 20% of new users were hesitant to post a job because they weren't sure if qualified contractors were available. These users wanted reassurance about the quality and trustworthiness of the professionals on the platform before investing time in posting. This hesitation suggests that a proportion of users were dropping out of the funnel due to uncertainty about the credibility of contractors.
Solution
We have redesigned the job posting experience to combine both conversion paths into a single, streamlined flow. A new "Popular Contractors in This Category" section was introduced directly within the job posting form. This addition displayed verified, highly rated contractors relevant to the job category, complete with ratings, profile summaries, and reviews.
By allowing users to view and explore contractor profiles before submitting a job, we increased trust and reduced perceived risk. Users could still choose to post their job to the marketplace as usual, but now had the additional option of contacting specific contractors directly, without having to switch flows. This update removed a key barrier and provided flexibility tailored to different user preferences.
Results
The variant featuring the redesigned flow delivered a 30% increase in average revenue per user, with 95% statistical significance. Users engaged more deeply with contractor profiles and demonstrated higher intent to post. The improved visibility of contractor quality helped reduce hesitation and increased overall participation in the marketplace.