Quikr customer experience

Ankit Agrawal|1301-313 [Type here] StrategyManagement
ANKIT AGRAWAL| IMT GHAZIABAD
UDIT JAIN| BIMTECH
ONLINE CLASSIFIED BUSINESS
COMPETITOR ANALYSIS

Ankit Agrawal| IMT Ghaziabad Udit Jain| BIMTECH
1Online ClassifiedBusinessCompetitor Analysis
Table of Contents
Research - Evaluation of Quikr and Olx performance.....................................................................................2
Research Objective .....................................................................................................................................2
Research Methodology................................................................................................................................2
Data Analysis .............................................................................................................................................2
Performance Measurement.......................................................................................................................2
Summary .....................................................................................................................................................11
Recommendation ........................................................................................................................................12
Appendix.....................................................................................................................................................14
Table 1A: Category Wise Response data.....................................................................................................14
Table 1B: Response ratio of Quikr and Olx category-wise ............................................................................14
Table 1C: Response Summary of Ads: Image and Non-Image.......................................................................14
Table 2: Response Recorded Day-wise .......................................................................................................14
Table 3A: Response Summary: Communication versus Category wise .........................................................15
Table 3B: Preferred mean of communication by buyers- Company wise.......................................................15
Table 4A: Communication received from company related to Ads...............................................................15
Table 4B: Site Engagement Ratio of Quikr and Olx- Communication Type.....................................................16
Table 4C: Site Engagement Ratio of Quikr and Olx – On basis of Ads Type ....................................................16

Research - Evaluation of Quikr and Olx performance
ResearchObjective
To do the competitor analysis of Quikr and Olx and evaluate the performance of the website in terms of
response generated for the ads posted, time taken for the ads to go live, and overall user experience.
ResearchMethodology
 Different Ads were posted for different categories on the website of Quikr [4] and Olx [8] where
each category covers two type of ads:
 Ads with no image
 Ads with Images
 The categories covered under this study are Real-estate, mobile, laptop/tablet, kitchen appliance,
furniture, bikes/cars, television, and video games
 The data were collected for the continuous 10 days after ads were made live on the respective
website.
Data Analysis
The data analysis of only those categories are considered which has generated suitable number of
responses in Quirk and Olx when combined together. The minimum number of total responses
considered for the analysis purpose is five responses. Therefore, according to the given table (refer
Table 1 of Appendix) Laptop/ Tablet, Kitchen Appliances, and Furniture are regarded as dead
category for this study since they were not able to generate more than three responses in overall.
The next section describes the various aspects of the performance measurement.
Performance Measurement
1. Ease of posting an advertisements and promptness in guidance for improving the quality of
the advertisement
The user has to follow three steps to post theirs ads on the website. The table below highlights
the experience of the user while postings classifieds through website.

Quikr Olx
Step 1 to Step 2
In direction page, helpdesk number appears which
seems to be quite user friendly
In Olx no such feature exists
The web page is simple and sober but the space
has been utilized ineffectively.
Simple and sober web page and makes the use of
scenery to have good look and feel
The transaction from Step 1 to Step 2 is smooth
and quick in response
Step 1 to Step 2 motion is smooth and quick in
response
Step 2 to Step 3
Change of Category Icons on the left side of the
page appears to be convenient for the user
No such feature exist in Olx
The look and feel of photos icons is not impressive.
The suggestion line " Ads without photos get 50%
fewer RESPONSES" doesn't sounds confident and
focus more on response part rather than selling
part.
Photos Icon is very well elaborated with
instruction and suggestion. The suggestion line "
Photos with image SELLS 5X" sounds good and
positive
Overall Information required from the is well
addressed to make an effective Ad
Doesn't ask for specific details
Information about locality of sellers is requested.
To what extent it really impacts is a concern.
Olx do not ask information about locality, only
state information is needed
No such promise companies does Your email address won't be shared (Promising)
Premium Ad tells benefits clearly Olx do not follow premium ads revenue model
No such feature is embedded in Quikr page
The web pagecontains afunctionality calledroad
map
The Description part of the Ad again talks about
getting more responses.
Ask for the information which makes your ad
unique
Impact of quoting higher price which is displayedis
static in nature
Impact of quoting higher prices flashes on screen
to get displayed. This catches attention of the
user.
After Ad Posting Experience
Quick Communication through SMS
Communication through SMS but slow compared
to Quikr
Post completion Page very disappointed. No
friendly greeting.
Acknowledgement of ad and its details
Overall recommendation is Quikr need to do
re-work in making user experience better. No
acknowledgment, no friendly greeting, only focus
on to add pic, No personalized touch like Dear
Ankit Agrawal ( this automatically helps the
company to connects with the user)
Olx manages to connect with user especially due
to personalized communication like Dear Mr.
Agrawal and open the web page to wish the user
with the message "Congratulations" on
successful completion of the Ad.
The below is one example where Quikr misses
personal touch with user while sending SMS.
Olx message after Ad has been posted:

Ur Quikr as has no pics!To getmore replies,upload
pics by clicking on ( link provided) or email pics to
images@quikr.com with "152516660" in subject
Similar observation was made in email
communications.
Dear Ankit Agrawal, thank you for posting your
ad titled Enjoy the experience of using Samsung
Tab GT-P3100 at 2014-01-17 11:02:06.034. If you
didn't post this ad and wish to have it removed,
then give us a missed call on 919555098188.
Happy Selling! The Olx.in team
Does not have any such service like Miss Call to
remove the advertisement
Miss Calloption to remove ad is quite convenient
Quikr misses out sending SMS for "Downloading
mobile App" for the every new ad posted.
Olx sends the message to user to download their
mobile app for every new ad posted in the
website
Does not inform user about any safetytips through
email
Sends the seller information about safety tips
while dealing with the customer
Ad goes Live much faster than Olx
Ad may take even take 2hrs before going Live on
website
Problem Identification: The Response generated from Quikr is poor compared to Olx. The possible
reason for this could be in Olx only 5-10 ads are posted in last 8 hours after ad goes live and can be
viewed by user for a long time but in Quikr in the same time more than 40-50 ads appears in the same
category after Ad goes live due to which Ads visibility almost disappears and become difficult for the
user to see old ads with ease.
Recommendation
Price Range Option- Since millions of ads are posted in the website and its price range may vary from
zero to lakhs. Thus, company can look to expand its search capabilities by providing pricing filter. The
additional benefit of adopting this function is any sellers who inflate price significantly will lose
credibility and chances are that it won't appear in the filter result.
Direct Page Number Entry-Since each web page can accommodate only few number of ads at a time
(say 15 ads per page). Therefore, option to jump into specific page number can increase the efficiency
of the search system.
2. Promptness and effectiveness of extracting images from non-image advertisements.
Both the company effectively uses emails to updates sellers to highpoint the importance of adding
images to the Ads containing no images. The reminder mails are also sent to notify to add pics
which helps in making advertisement more effective. Apart from this SMS to update image is
missing in sellers ad and Whatsapp to request seller to share image through Whatsapp in order to
add image into their ad is value added service from both Quikr and Olx.
The company also prefers to make a call to the sellers to create awareness regarding importance
of adding images in their ads and provides service to sellers to send their ad images to company
email ids which will be uploaded by the company on seller’s behalf.

For every ads posted (no image) on Olx call was received from support team requesting to add
images while in Quikr few received others not. Despite of this fact we can say that overall
promptness and effectiveness of extracting images for both company is appropriate and effective.
3. The spread of responses over the time period
5
13
7
4
1 2 4
21
25
28
17
13
8
3
19 19
0
10
20
30
0 1 2 3 4 5 6 7 to 14
No.ofResponse
Days
Day Wise Response
(Image and Non-Image combined)
Quikr Olx
5 4 5
3
0 1 1 2
12
8
4 5
3
0
4 5
0
5
10
15
0 1 2 3 4 5 6 7 to 14
No.OfResponses
Days
Day-wise Response for Ads without Images
Quikr Olx
0
9
2 1 1 1
3
19
13
20
13
8
5
3
15 14
0
5
10
15
20
25
0 1 2 3 4 5 6 7 to 14
No.OfResponses
Days
Day-wise Response for Ads withImages
Quikr Olx

The above graphs clearly demonstrates that in 90% of the cases, the response generated from Olx is
almost twice the response generated from Quikr in particular day. The positive sign for the Quikr is
its ability to generate marginally higher responses after a week w.r.t Olx. This might be due to the fact
that Quikr regularly updates user with emails and SMS on a daily basis once the classifieds are posted
while Olx do not send any messages for such follow-up. For data refer data given in
Table 2 of Appendix.
4. Quality of responses
Quikr- Car, Mobile, Video Games, and real estate received queries from the serious buyers and were
willing to negotiate and meet to undergo transactions. Rest all the categories did not generated enough
responses which indicates this category receives low interest from the buyers.
Olx- Car, Mobile, Video Games, Real-estate, and Televisions were favorite for buyers in Olx. The
quality of response in terms of numbers was higher as discussed earlier so the interested buyers. Rest
of the category did not generated responses similar to Quikr.
Overall, Olx response when compared to Quikr have received more serious responses especially in
Car, mobile and televisions category. In laptop, kitchen appliances, and furniture Olx didn’t generated
a single response while Quikr just managed to generate the response though the quality of response
cannot be predicted since communication was mainly through email or website and the credibility of
the buyers email address cannot be guaranteed.
5. Preferred mode of communication by interested buyers
11%
9%
6%
74%
General Preference for
Communication by Buyers
SMS
Email
Website
Phone
23%
12%
11%
54%
Quikr Preferred
Communication by Buyers
SMS
Email
Website
Phone
6%
7%
4%
83%
Olx Preferred Communication by
Buyers
SMS
Email
Website
Phone

It is quite clear from the graph that majority of the buyers prefer to make a phone call for inquiry
purpose and sending SMS is there second choice. In case of Quikr, Phone and SMS are the most
preferred mode of communication while in case of Olx buyers mostly prefers phone calls. For all the
data information related to this refer table 3 in appendix.
6. Are the sites too intrusive? Spams your phone/inbox with too many messages? Which site
leaves you with a better experience at the end of it?
The above graph is obtained from the data given in Table 4 of Appendix. It is clear the site engagement
activity by Quikr is quite high compared to Olx and company prefers sending emails on their registered
website and mobile number to send live status of the posted Ads.
The above graph indicates company engagement level becomes less when seller has added images in
their ads and ideally we expects the same.
One important thing we need to consider is despite of higher site engagement activity from Quikr the
response generated by Quikr is quite low this is something serious issue Quikr is facing currently. For
complete details refer Table 1 of Appendix.
3.91
3.11
0.75
0.00
1.00
2.00
3.00
4.00
5.00
SMS Email Phone
Ratioof Quikr/ Olx
Site Engagement
2.73
3.39
0.00
1.00
2.00
3.00
4.00
Images Non Images
Site Engagement RatioQuikr/Olx

One recommendation to improve overall service level for engagement with the users is for each ads
posted in different category one receives different emails in their inbox. For example, if sellers has
posted ads for car, mobile, and real-estate he will receive daily three emails in their inbox which spams
the inbox. Though the idea is for the benefit of the seller but if this all ads can be collaborated into
single email for the user could be much more effective.
7. Category wise Analysis
The above graph is constructed using Table 1 of Appendix. The performance of Quikr has been
superior in Real-estate category while in Video games it is neck to neck competition with Olx. Though
Quikr also performed better in Laptop/tablet, kitchen appliances and furniture category but due to less
interest from buyers we should not consider this as performing category.
On the other hand, the performance of Olx in
Car, Mobile, and Television has been
outstanding compared to Quikr. This three
category combined together accounts 87% of the
total response received from Olx. In addition, it
generates response almost 2-3 times of Quikr.
The percentage wise break-up of the Olx
performance category wise is shown in graph on
left side.
20
3 5 3 2
11 12
1
78
0
18
0 0
6 11
19
0
20
40
60
80
100
Car/Bikes Laptop/Tablet Mobiles Kitchen
Appliances
Furniture Real-Estate Video Games Televisions
Reponse Summary-Category wise
Quikr Olx
59%
0%
14%
0%0%
5%
8%
14%
Olx Performance- Category wise
Car/Bikes
Laptop/Tablet
Mobiles
Kitchen Appliances
Furniture
Real-Estate
Video Games
Televisions

In case of Quikr top three performing category
are Car, Real-estate, and Video Games represented
in doughnut chart on the left hand side.
The major concern for Quikr is not able to perform
in technology space i.e. mobile, tablet, and
television category. This category need foremost
attention from the management which has huge
impact in terms of market share. The performance
of Quikr in mobile category was not surprising
because while posting ad web page highlighted
severe issues. Below are the snapshot of the web page after completion of Ad posting in both Quikr
and Olx.
The difference between the two is clearly visible. There are two aspects which we need focus right
now. First is the presentation part, even if there are no ads in particular category web page should
not display message “Unfortunately, there are no ads in this category right now”. It sends a strong
negative signal that sellers Ad won’t receive much interest from buyers. Instead of this “Thank you
35%
5%
9%
5%
4%
19%
21%
2%
Quikr Category Wise
Performance
Car/Bikes
Laptop/Tablet
Mobiles
Kitchen Appliances
Furniture
Real-Estate
Video Games
Televisions

for posting your ad with Quikr” or similar to Olx message saying “Congratulations” can also be
effective. Second is the technical aspect, the Quikr technical team needs to address this issue by
routing news advertisement to appropriate destination like Olx which will be playing major
contribution in generating response and increasing the probability of selling.
8. Image vs No-Image Analysis
The detail break up of the data response category wise vs image and no image ads are given in
Table 1 of Appendix. The following charts are constructed with the help of data in table 1.
Quikr
30%
Olx
70%
Total Response Share
Quikr Olx
67%
33%
Total Response Share
Images Non Images
Quikr
28%
Olx
72%
Ads with Images Response
Quikr Olx
Quikr
34%
Olx
66%
Ads without ImagesResponse
Quikr Olx
Images
63%
Non
Images
37%
QUIKR RESPONSE
Images
69%
Non
Images
31%
OLX RESPONSE

There is no doubt that Ads with images receives higher interest from buyers but there are certain
category which are able to get more response despite of not containing images in their Ads. Those
categories are mobile and real estate (refer table 1A data marked with blue lines). The psychology
behind the mobile could be trending factors like model and price which drives the interest from large
community while in Real-estate making decision solely on basis of image cannot be the basic criterion
and people prefer to make an appointment and visit the site.
Summary
Online classified business has attracted huge interest from online community which provides them
platform to post their Ads at free of cost. The companies are leveraging social and mobile platform to
reach people and Olx has performed notably well on this platforms compared to Quikr in terms of
Facebook engagement, mobile reviews, and average ratings.
Quikr and Olx has its own USP to offer for their customers. The Olx strategy of sending
communication with personalized names helps them to connect with the customer quickly. On the
other hand, Quikr demonstrates its ability by making ads live on the website within few minutes. Quikr
also follows approach of sending daily updates to customer for their Ads via email, SMS that indicates
serious site involvement with the user while Olx do not seems to follow any such approach. Despite
of this, Olx delivers more promising response for the posted ads. The factors contributing to this could
be better website graphical presentation, personalized message, global presence, and better positioning
in social and mobile world.
It was also observed the ads containing images generally received higher response for their ads which
is approximately two times compared to ads with no images. There are few categories (mobile and
real-estate) which do not follow these trend and received greater interest even no image is attached
with Ads. Overall, when we evaluate all the qualitative and quantitative factors Olx emerges out to be
the winner in terms of market response and user experience.

Recommendation
1. Website space can be utilized more effectively by making GUI attractive. To understand the
difference between GUI of both sites refer snapshots attached below:
Olx website header uses blue background which adds uniformity to their overall webpage. It is
recommended that Quikr re-design its webpage look and feel by replacing simple white background to
creative and simple design.
Although both webpage displays same function but the use of scenery in the footer makes the webpage
attractive and provides space to add information links to Olx Mobile Apps, and Sign out.
2. As mentioned earlier, expanding search capabilities function by adding search functions which
gives option to jump to specific page number. The rough idea for this is shown in green box

Currently, the user can shift max 5 pages initially than 2 pages only. So to cover all the 765 pages
one has to make 381 attempts to reach the last page. The given recommendation will allow the
user to reach last page i.e. 765 page number in first attempt itself.
3. Quikr lacks personal touch while communicating with the user. Any communication through email
or SMS should start with personalized name specially. For example, Dear Mr. Agrawal, Thank
you for posting ads with Quikr.
4. For all the ads posted under unique user email id, single mail should be sent to the user by Quikr
on a daily basis providing information on all the categories the user has posted the ads. This will
not spam the mail box too much if the user has posted ads in more than 3-4 categories.
Note: The feasibility and its impact needs to be assessed separately which cannot be evaluated
under this research study.
5. The issue highlighted in Category-wise analysis section needs to resolved soon because the mobile
category is one of the favorite category for the stakeholders even if ads are without images they
receive high interest from buyers.

Appendix
Table1A: Category Wise Response data
Responses Recorded Quikr Olx
Total
Non-Image Image Quikr Total Non-Image Image Olx Total
Car/Bikes 2 18 20 2 76 78 98
Laptop/Tablet 1 2 3 0 0 0 3
Mobiles 4 1 5 16 2 18 23
Kitchen Appliance 3 0 3 0 0 0 3
Furniture 2 0 2 0 0 0 2
Real-Estate 9 2 11 5 1 6 17
Video Games 0 12 12 0 11 11 23
Televisions 0 1 1 18 1 19 20
Total 21 36 57 41 91 132 189
Table1B: Response ratio of Quikr and Olxcategory-wise
Olx / Quikr Response Ratio
Non-Image Ratio Image Ratio Overall Ratio
Car/Bikes 1.00 4.22 3.90
Mobiles 4.00 2.00 3.60
Real-Estate 0.56 0.50 0.55
Video Games 1.00 0.92 0.92
Televisions 18.00 1.00 19.00
Total 1.95 2.53 2.32
Table1C: Response Summary of Ads: Image and Non-Image
Quikr Olx Total
Images 36 91 127
Non Image 21 41 62
Total 57 132 189
Table2: Response Recorded Day-wise
Day 0 1 2 3 4 5 6 7 to 14
Quikr (Overall) 5 13 7 4 1 2 4 21
Olx (Overall) 25 28 17 13 8 3 19 19
Day 0 1 2 3 4 5 6 7 to 14
Quikr (Non-Image) 5 4 5 3 0 1 1 2
Olx (Non-Image) 12 8 4 5 3 0 4 5
Day 0 1 2 3 4 5 6 7 to 14
Quikr (Image) 0 9 2 1 1 1 3 19
Olx (Image) 13 20 13 8 5 3 15 14

Table3A: Response Summary: Communication versus Category wise
Table3B: Preferred mean of communication by buyers- Company wise
Quikr Olx Total
SMS 13 8 21
Email 7 10 17
Website 6 5 11
Phone 31 109 140
Total 57 132 189
Table4A: Communication received from company related to Ads
Note: The number of response from buyers are excluded.
Cars/
Bikes
Laptop/
Tablet
Mobiles
Kitchen
Applicance
Furniture
Real-
Estate
Video
Games
Tele-
visions
Total
Cars/
Bikes
Laptop/
Tablet
Mobiles
Kitchen
Applicance
Furniture
Real-
Estate
Video
Games
Tele-
visions
Total
SMS 0 0 0 1 0 0 0 0 1 SMS 0 0 1 0 0 2 0 0 3
Email 0 1 1 1 0 0 0 0 3 Email 0 0 1 0 0 0 0 1 2
Website 1 0 0 1 0 0 0 0 2 Website 0 0 0 0 0 3 0 0 3
Phone 1 0 3 0 2 9 0 0 15 Phone 2 0 14 0 0 0 0 17 33
Total 2 1 4 3 2 9 0 0 21 Total 2 0 16 0 0 5 0 18 41
Cars/
Bikes
Laptop/
Tablet
Mobiles
Kitchen
Applicance
Furniture
Real-
Estate
Video
Games
Tele-
visions
Total
Cars/
Bikes
Laptop/
Tablet
Mobiles
Kitchen
Applicance
Furniture
Real-
Estate
Video
Games
Tele-
visions
Total
SMS 1 0 0 0 0 0 11 0 12 SMS 2 0 0 0 0 0 3 0 5
Email 1 1 1 0 0 0 0 1 4 Email 7 0 0 0 0 0 1 0 8
Website 2 1 0 0 0 1 0 0 4 Website 0 0 0 0 0 0 2 0 2
Phone 14 0 0 0 0 1 1 0 16 Phone 67 0 2 0 0 1 5 1 76
Total 18 2 1 0 0 2 12 1 36 Total 76 0 2 0 0 1 11 1 91
Olx Response for Ads with Images
CategoryCategory
Olx Response for Ads without Images
Quikr Response for Ads with Images
Quikr Response for Ads without Images
Cateogory Category
Quikr
(Non- Image)
Response
Car Mobile Tablet
Real-
Estate
Video
Games
Television Total
Olx
(Non-Image)
Response
Car Mobile Tablet
Real-
Estate
Video
Games
Television Total
Email 9 15 16 0 0 0 40 Email 5 2 3 0 0 0 10
Message 3 2 13 0 0 0 18 Message 2 2 2 0 0 0 6
Phone 1 0 2 0 0 0 3 Phone 1 0 1 0 0 0 2
Total 13 17 31 0 0 0 61 Total 8 4 6 0 0 0 18
Quikr
(Non- Image)
Response
Car Mobile Tablet
Real-
Estate
Video
Games
Television Total
Olx
(Image)
Response
Car Mobile Tablet
Real-
Estate
Video
Games
Television Total
Email 0 0 0 6 2 8 16 Email 0 0 0 3 2 3 8
Message 0 0 0 1 2 22 25 Message 0 0 0 2 1 2 5
Phone 0 0 0 0 0 0 0 Phone 0 0 0 1 1 0 2
Total 0 0 0 7 4 30 41 Total 0 0 0 6 4 5 15

Table4B: Site Engagement Ratio of Quikr and Olx- Communication Type
Quikr Olx Quikr/Olx Total
SMS 43 11 3.91 54
Email 56 18 3.11 74
Phone 3 4 0.75 7
Total 102 33 3.09 135
Table4C: Site Engagement Ratio of Quikr and Olx – On basis of Ads Type
Quikr Olx Quikr/Olx Total
Images 41 15 2.73 56
Non Images 61 18 3.39 79
Total 102 33 3.09 135

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