Designs, builds, reviews, and diagnoses pre-member journeys in two-sided trust marketplaces from anonymous landing through onboarding to paid membership paywall.
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Comprehensive design and diagnostic guide for the pre-member journey of a two-sided
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Comprehensive design and diagnostic guide for the pre-member journey of a two-sided trust marketplace. Covers anonymous signal inference, side-specific validation (what pet owners and pet sitters each need to see before paying), information-asymmetry closure, progressive profile building, social proof, conversion psychology, onboarding intent capture, identity stitching, and pre-member measurement. Contains 53 rules across 10 categories, ordered by cascade impact, every rule grounded in published consumer-trust and decision research.
Reference this skill when:
This skill is the precursor to marketplace-personalisation and
marketplace-search-recsys-planning. Start here for anything pre-paid-membership;
hand off to those two skills at the paid-member boundary.
Every rule in this skill is grounded in published research on consumer trust, decision-making under risk, marketplace economics, and experimentation:
| Research source | What it informs |
|---|---|
| Cialdini — Influence | Social proof (specific beats aggregate), similarity principle, commitment |
| Kahneman & Tversky — Prospect Theory | Loss aversion, price anchoring, risk framing |
| Roth — Who Gets What and Why | Matching-market dynamics, two-sided acceptance rates, cold-start penalty |
| Fogg — Behavior Model | Motivation × ability × trigger, paywall timing |
| Bandura — Self-Efficacy Theory | First-stay path design, concrete-step persuasion |
| Slovic — Affect Heuristic | Risk overweighting, safety-signal prominence |
| Nielsen Norman Group | Form design, trust, review credibility |
| Trope & Liberman — Construal Level Theory | Psychological distance, local proof |
| Ein-Gar, Shiv, Tormala — Blemishing Effect | Mixed-review credibility |
| Small & Loewenstein — Identifiable Victim Effect | Named-person vs statistic evidence |
| Green & Brock — Narrative Transportation | First-experience stories |
| Kohavi — Trustworthy Online Experiments | Primary outcomes, proxy metrics, segmentation |
| Radlinski & Craswell — Optimized Interleaving | Fast ranking experiments |
| Airbnb / DoorDash engineering | Two-sided marketplace ranking and search |
Categories are ordered by cascade impact on the pre-member conversion journey:
| # | Category | Prefix | Impact |
|---|---|---|---|
| 1 | Anonymous Signal Inference | signal- | CRITICAL |
| 2 | Pet Owner Validation and Trust | owner- | CRITICAL |
| 3 | Pet Sitter Validation and Opportunity | sitter- | HIGH |
| 4 | Information-Asymmetry Closure | gap- | HIGH |
| 5 | Progressive Profile Building | profile- | MEDIUM-HIGH |
| 6 | Social Proof and Lookalike Cohorts | proof- | MEDIUM-HIGH |
| 7 | Personalised Conversion Triggers | convert- | MEDIUM-HIGH |
| 8 | Onboarding Intent Capture | onboard- | MEDIUM |
| 9 | Identity Stitching | stitch- | MEDIUM |
| 10 | Pre-Member Measurement and Experimentation | measure- | MEDIUM |
signal-extract-role-from-url-and-referrer — side inferred from URL path before first rendersignal-infer-geography-with-confidence — geo-IP with confidence, not false certaintysignal-capture-entry-point-metadata — UTM, referrer, landing path persisted per sessionsignal-use-anonymous-session-tokens — session-level identity from the first requestsignal-classify-inbound-intent — transactional vs investigative vs curiositysignal-separate-raw-from-derived — raw signal plus versioned derived featuresowner-show-specific-local-reviews — identifiable-victim social proof, not aggregate statsowner-display-honest-local-availability — honest liquidity beats inflated counts (expectancy-violation research)owner-surface-safety-guarantees-prominently — insurance and coverage above the fold (Slovic affect heuristic)owner-rank-sitters-by-pet-match-experience — feasibility by pet type, not global popularityowner-demystify-effort-explicitly — explicit time budget beats aspirational copy (Fogg)owner-anchor-cost-against-local-alternative — local kennel price as anchor (Kahneman)sitter-show-inventory-in-target-destinations — target-specific supply, not global countssitter-be-honest-about-first-stay-competition — cohort-specific acceptance ratessitter-provide-concrete-first-stay-path — five-step path (Bandura self-efficacy)sitter-show-typical-daily-commitment — explicit hours and walks, not "varies"sitter-rank-stays-by-travel-goal — goal-aware rankingsitter-disclose-hidden-costs-transparently — food, utilities, transport (Edelman trust research)gap-warn-about-cold-start-penalty — first transaction is the hardest; say sogap-surface-lead-time-reality — median booking advance per destinationgap-display-acceptance-rate-for-profile-shape — cohort acceptance rate before payinggap-route-unworkable-segments-to-alternatives — decline payment rather than sell false hopegap-surface-seasonal-supply-constraints — seasonal curves with visitor month highlightedgap-link-to-realistic-first-experience-story — narrative transportation with honest frictionprofile-build-incrementally-on-each-interaction — click updates profile, next page reranksprofile-decay-features-with-inactivity — exponential decay, 5-minute half-lifeprofile-persist-across-tabs-and-reloads — server-side session-keyed storeprofile-surface-confidence-alongside-predictions — confidence scores next to valuesprofile-reset-on-explicit-role-change — role switch clears role-specific featuresproof-use-specific-peer-stories-not-aggregates — named people beat "4.9 stars"proof-match-peer-stories-to-inferred-cohort — similarity principleproof-source-stories-from-real-history-not-handpicked — data pipeline, not marketingproof-localise-social-proof-to-visitor-area — psychological distance reductionproof-surface-mixed-reviews-not-only-five-star — blemishing effectconvert-trigger-paywall-on-specific-listings — specific object beats generic modalconvert-use-loss-aversion-framing-on-soft-locks — "don't lose what you built" (Kahneman)convert-anchor-price-against-local-alternative — role-appropriate local anchorconvert-never-interrupt-active-search — natural pause points only (Fogg)convert-re-engage-non-converting-registrants-personalised — personalised triggers beat genericonboard-ask-role-before-anything-else — role drives branchingonboard-ask-highest-information-gain-first — information gain orderingonboard-prefill-from-inferred-signal — confirmation beats data entryonboard-make-optional-questions-genuinely-skippable — no dark-pattern required markersonboard-allow-answer-revision-without-restart — revision without losing progressstitch-preserve-profile-across-registration — no reset at signupstitch-use-deterministic-matching-for-returning-visitors — email hash beats fingerprintingstitch-avoid-cross-contamination-on-account-switch — household hygienestitch-handle-multi-device-via-privacy-safe-signal — deterministic-only cross-devicestitch-degrade-gracefully-on-low-confidence — fresh beats bad mergemeasure-define-anonymous-to-member-as-primary-outcome — one primary metric, rest are diagnosticsmeasure-attribute-conversion-to-signal-change — profile-diff attributionmeasure-segment-by-channel-and-visitor-profile — Simpson's paradox preventionmeasure-run-interleaving-for-fast-experiments — 10-100x less sample for rankingThis skill treats the product as evolving. Three living artefacts carry context across sessions, releases and team changes:
gotchas.md — append-only diagnostic lessons from pre-member conversion incidentsUpdate all three after every shipped change.
references/_sections.md for category structure and cascade rationalegotchas.md for accumulated lessons before suggesting interventionsassets/templates/_template.md to author new rules as the skill growsmarketplace-search-recsys-planning — post-member retrieval planning (search, OpenSearch, ranking). Hand off after paid-member activation.marketplace-personalisation — post-member personalisation (AWS Personalize, impression tracking, feedback loops, two-sided matching). Hand off after paid-member activation.| File | Description |
|---|---|
| references/_sections.md | Category definitions and cascade rationale |
| gotchas.md | Accumulated pre-member diagnostic lessons |
| assets/templates/_template.md | Template for authoring new rules |
| metadata.json | Version, discipline, research references |