As you can see from my article on The Evolution of Marketplaces, Craigslist is facing a great unbundling. Startups are attacking Craigslist category by category by offering a better user experience in a safer environment. They are successfully taking share from Craigslist despite the fact that they charge and that Craigslist is free. Moreover, by not addressing a few fundamental issues, Craigslist is failing in its stated mission of providing a free public service to the community.
All that said Craigslist has tremendous strengths. The site still has extraordinary liquidity and strong network effects. Despite being out of date, the site has three great things going for it from a product perspective: it’s simple, super-fast and mostly free.
Despite the obvious improvements that Craigslist could do to its user interface, this should actually not be its first priority. First and foremost Craigslist should focus on content quality. Great ads are the lifeblood of the business. Second Craigslist should focus on traffic quality and make sure the buyers are legitimate. Everything else comes after that.
Here are some suggested changes in order of priority:
1. Pre-moderate all the ads:
The number one complaint that potential buyers (and I use the word “buyer” liberally to mean anyone who is looking at ads) have on Craigslist is that there are lots of fake, spam and scam ads. Worse because it takes a bit of time for the ads to be moderated by the community and for the site to remove the ads, the very first ads we see on the site are the ones with the lowest quality or that have been deleted. This creates a terrible user experience.
The solution is to pre-moderate every ad using a combination of tools and experts per category to keep the site clean. The system automatically flags ads that are too cheap for the type of product / city it’s in for instance. It’s a lot of work, but it’s completely worth it from a user experience perspective as the visitors never see bad ads. No ad should go live without manual review.
Many sites in the world get upwards of 1 million ads per day and manage to moderate them within 30 minutes of them being posted. The moderation team also makes sure that the site stays close to its consumer to consumer roots: no ads are allowed Read More →