G2
B2B
Turning unmanaged PDPs into activated sellers
Designed a two-surface claim experience that turned G2's most-trafficked unmanaged surfaces product detail pages and the homepage into a top-of-funnel engine for paid seller conversion.
Introduction
G2 is a B2B software marketplace and peer-review platform that helps businesses discover, compare, and manage software solutions based on verified customer reviews.
My Role
I'm the Senior Product designer for this project. I have headed this project with product manager (Jishin C) throughout this project.
Problem
Over 100K product profiles on G2 remained unclaimed, limiting seller engagement with platform tools and reducing opportunities to convert free users into paid customers.
Why This Was a Problem (Analytics & Insights)
Internal analytics revealed two major issues:
Claim profile completion rates were ~5%, creating a major drop-off in the seller onboarding funnel.
A significant number of seller-intent users were visiting PDPs anonymously and leaving without discovering seller tools or onboarding paths.
Additional behavioral insights showed:
Sellers and buyers often overlap in behavior. A seller could still behave like a buyer while researching other software categories.
Existing seller acquisition relied heavily on post-login experiences, which created unnecessary friction before value discovery.
High-visibility promotional components negatively impacted trust and were often perceived as advertisements instead of product utilities.
These insights indicated that:
Seller intent needed to be detected earlier in the journey.
The experience had to feel contextual and trustworthy.
The flow needed to balance two user personas simultaneously:
Buyers researching software
Sellers discovering ownership and growth opportunities
Opporunity
G2 has sellers across the world listed their product. here is the opportunity i found which was worth solving for to improve top of the funnel metrics and somehow improving bottom of the funnel as well
% of partners using Invoicing
The Design and Product team is responsible for collecting the data as mentioned in the product brief
Goals
The project focused on improving the top-of-funnel seller acquisition experience while preserving the integrity of the buyer journey.
Primary goals
Increase product profile claims from identified sellers
Improve seller onboarding entry points on G2.com
Reduce friction before login/account creation
Increase visibility and adoption of MyG2
Secondary Goals
Maintain buyer trust on PDP pages
Ensure seller-focused prompts felt contextual rather than promotional
Create scalable claim surfaces across multiple traffic entry points
Iterations & Design Decisions
Designing for Multiple Seller Entry Points: We identified two high-intent surfaces where sellers naturally interacted with the platform:
PDP Claim Experience: When a seller landed on their product page, we used domain matching signals to identify potential ownership intent and surfaced a contextual claim component directly within the PDP experience.
Key design challenge:
The component needed enough visibility to drive action without harming the credibility of the review page.
Iteration 1 - Top Banner Placement
Initial concepts explored a high-visibility banner placed prominently on the PDP.
Outcome
Strong discoverability
Higher visual attention
Problem: Stakeholder reviews and early feedback revealed that the component resembled promotional advertising, reducing trust within the review ecosystem.
This conflicted with the core buyer-first experience of G2.
Iteration 2 - Inline Claim Badge
The next iteration introduced a smaller, contextual claim entry point near the product title.
Outcome
Reduced visual disruption
Felt more native to the page experience
Problem: The component became too subtle and easy to overlook, reducing discoverability and weakening engagement.
Final Direction - Contextual Guided Claim Flow
The final experience balanced visibility and trust by introducing:
Context-aware claim prompts
Progressive disclosure patterns
Seller-specific messaging triggered through domain match identification
The experience focused on making the action feel like a utility rather than a promotion.
Homepage Claim Experience
We also designed a secondary claim entry point for sellers landing on the G2 homepage.
This was important because seller intent does not always begin on a PDP. Many sellers browse G2 similarly to buyers while researching competitors or exploring categories.
The homepage experience introduced:
A differentiated claim component
Personalized seller messaging
A guided transition into the MyG2 ecosystem
Claim Success Experience
After profile claim completion, the success state was intentionally designed as more than a confirmation screen.
Instead, it acted as:
An onboarding bridge into MyG2
A visibility moment for unlocked seller capabilities
An introduction to tools that could improve market presence and buyer engagement
This helped extend the flow beyond a single conversion event and connected sellers to long-term platform value.
Impact
The project established a scalable seller acquisition framework across multiple user journeys and helped reframe profile claiming as a contextual product experience rather than a promotional CTA.
Key Contributions
Designed multi-entry seller onboarding experiences
Reduced friction in the seller discovery journey
Balanced buyer trust with seller acquisition goals
Strengthened visibility of the MyG2 ecosystem
Product Thinking Highlights
Used behavioral signals (domain matching) to personalize onboarding
Designed for overlapping buyer/seller personas
Iterated based on trust perception and discoverability trade-offs
Connected acquisition flows to long-term activation strategy
Reflection
I learned a lot about the opportunities in scaling this feature by impacting bottom of the funnel - Starter subscription hike
% of increase in engagement
Data is collected by the Design & product team chasing success metrics (Metabase & Amplitude)