Increased ticket sales by 18% after seller flow redesign
Reduced drop-off and improved listing accuracy with A/B-tested onboarding copy and seller guidance
Senior Content Strategist | 2019 – 2020
Context & Challenge
The Problem: StubHub’s ticket-selling flow was driving sellers away. Vague copy, confusing UI, and unclear ticket format distinctions led to frustration and abandonment. Sellers couldn’t easily understand listing steps, which reduced trust and conversion.
My Role
Leadership: As Senior Content Strategist, I partnered with product, UX, and A/B testing teams to rewrite and restructure seller-facing content. My focus was simplifying flows for both power users and casual sellers while aligning messaging with product strategy.
Approach
- Higher ticket sales → measurable increase post-launch
- Better listing accuracy → improved compliance
- Improved usability → greater user confidence
- Positive feedback → new flow is “easy” and “clear”
Impact
- 📈15% more ticket sales
- ✅25% better listing accuracy
- 🙌90% seller confidence
Deliverables
Seller Flow (PPT)
A redesigned seller flow portfolio demonstrating clear UI text, consistent terminology, and simplified steps to improve seller comprehension and reduce abandonment.
Tools
SharePoint Grammarly Jira Confluence Asana
Leadership Contribution
Scaling content clarity at StubHub meant bridging UX research, product priorities, and seller language. By treating copy as part of the product, we transformed seller workflows from confusing to confident and conversion-focused.