As a dedicated Growth Manager, I have always been driven by the desire to optimize and enhance user experiences. My expertise lies in identifying potential areas of improvement within digital products and devising strategic experiments to test hypotheses. One of my notable projects involved reimagining the online booking process for a renowned travel brand that has been tested in 3 phases - we will cover phase 1 here. Recognizing the challenges users faced in the existing journey, I designed and executed an experiment that aimed to streamline the process, making it more intuitive and user-friendly. The results were enlightening, offering valuable insights into user behavior and preferences across different devices. This experiment, among others in my portfolio, underscores my commitment to leveraging data-driven insights to craft superior user experiences.
Background & Supporting Evidence
Historical data indicated that users were dropping off at specific stages of the booking process. The belief was that a lengthy and complex booking journey might be causing this drop-off. It was also noted that a segment of users preferred a rapid decision-making process (confirmed in user interviews), especially those familiar with streamlined checkouts in other online platforms.
Hypothesis
By streamlining the booking process and making it as quick as possible to the payment stage without any add-ons before the booking is made, we'll increase the booking engine conversion rate (trip overview to purchase).
Intervention
A new call-to-action (CTA) was introduced, offering users the option to skip some steps and dive into a more direct checkout flow. The traffic split for the A/B test was 50/50 between control and intervention.
Results
The results were promising, especially for desktop and tablet users, with a conversion rate increase over 22% 🔥
Key Learnings
The secondary CTA led to an increase in users progressing further in the booking process.
The new "quick checkout" option had higher completion rates, with certain user groups showing a marked preference for this streamlined process.
The choice of CTA wording and its implications played a role in user engagement. Some CTAs might have stronger financial connotations, influencing user decisions.
Future Directions
Based on the experiment's findings, it was decided to adjust the user experience for different devices. Further experiments are planned to test different designs, CTA wordings and understand user intentions better.
Do you want to see similar results for your business?