Goal

Increase the return rate of power users.​

 

Why Focus on Power Users?

Power users are a key growth driver: 80% of business usage comes from just 20% of customers (Pareto Principle). At Idealo, power users generate 14x more revenue than the average user. Additionally, acquiring new users is 7x more expensive than retaining existing ones. Power users also support organic growth by recommending products and leaving app store reviews. Learn more here.

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Approach

We focused on enhancing the features most used by power users and implementing their most requested updates: integrating price changes and price alert information directly into the wishlist.

Previously, the wishlist and price alerts (Idealo's most popular feature) were kept separate due to internal team structures—not user needs. This separation was more common in the web team, whereas the app teams were more flexible.

User testing and app store feedback consistently highlighted a long-standing request from power users:

• Combine the wishlist, price changes, and price alerts into one seamless feature.

• Enable the creation of multiple wishlists.

• Allow users to reorder wishlist items freely.

• Introduce a bulk delete option.

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We delivered on this feedback. Through multiple iterations and user tests, we introduced:

• Small icons showing how much the price has changed since an item was added to the wishlist.

• The ability to set and track price alerts directly within the wishlist.

 

Challenges

• Displaying additional information without cluttering the wishlist.

• Ensuring users understood price increases and drops.

• Clarifying different price alert statuses.

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Impact

These updates led to a 7% overall increase in return rates—and an impressive 15% increase among power users. Many users even returned to the app store to improve their previous ratings and left positive feedback praising the changes.