UX Report We will look in to some of the website updates, usability experiments and we have learnt in the past Landing to quote (lead) Merging main site and Quote Hub A/B Tests for buttons - Stag A/B Tests for buttons - Hen Quote to booking Party hub changes Booking Details/Payment changes SMART Objectives: 1.Quote to Booking Increase the online bookings (eligible ones) by 3% in the next three months 2.Landing to Quote Increase the online enquiries by 3% in the next three months. -Decrease the drop off rate in the last stage of the quote journey -Investigate if new wording for CTA works better for conversion. 3.Create a Design System Trello project.link for objectives and tasks. 1
Landing to Quote � Polls and feedback analysis Last 27 days - Mobile Last 27 days - Desktop 2
Landing to Quote � Polls and feedback analysis - Poll reports Last 27 days - Mobile Last 27 days - Desktop 3
Landing to Quote Funnel Analysis � Last 25 days 4
Landing to Quote � Polls and feedback - What our users say about us Suggestions “Maybe generate instant quote , even if bracket e.g 1200-1500.” “Give prices of each option before having to select.“ “ General costs of items upfront rather than guessing what is in and out of budget” “Giving an option to skip activities“ “I think it would be beneficial to have the price per person for each experience and some sort of rough price for accommodation and a map showing where they all are” “ Prices would be better“ “Give a price on how much single items are “ “Could so with knowing rough prices on each activity and accommodation“ “Show prices per-person“ “Approximate prices on activities would be a good guide. There's no need to get prices for something that's way over budget “ “Quick Reply . Maybe phone call” 5
Landing to Quote � Polls and feedback - What our users say about us Some of positive feedback “Great“ “Easy to navigate“ “All looks straight forward to complete “ “Been on 2 other trip sorted by your teams “ “So far, so good. I look forward to hearing from you. Thanks“ “All good “ “X“ “No issues“ “It was great!“ 6
Landing to Quote A/B Testing Buttons - last 7 days Stag - Campaign design B A Results 7
Landing to Quote A/B Testing Buttons - last 7 days HEN - Brighton, Liverpool and Bristol destination pages A B B A 8
Landing to Quote A/B Testing Buttons - last 7 days Brighton Bristol Overall 158.47 % � improvement Liverpool 9
Quote to Booking � UX/UI Changes - Booking details and payment sections Jan first 24 days Eligible for online booking 1345 (100.00% of quotes were eligible to book online) Attempted to book online 110 (online booking process was started by 8.18% of quotes that were eligible to book online) Bookings 46 (3.42% booked - not necessarily online) Online bookings taken 30 (3.39% of eligible quotes that were booked online ) Feb first 24 days Eligible for online booking 1133 (100.00% of quotes were eligible to book online) Attempted to book online 137 (online booking process was started by 12.09% of quotes that were eligible to book online) Bookings 42 (3.71% booked - not necessarily online) Online bookings taken 26 (3.71% of eligible quotes that were booked online ) There’s over 0.4% increase in the online bookings compare to previous period. 10
SMART Objectives Landing to Quote 1.Increase the conversion rate by 3% (according to fresh marketers measurements) in the next three months. 2.Decrease the drop off rate below 50% in the last stage of the quote journey 3.Investigate visual-design and navigation Issues Investigations : • Determine if new wording can communicate the better and end up with more enquiries • Determine if imagery, typography, colours, and layout are distracting from calls to action (CTAs). • Determine if specific links/buttons are not being clicked. Data : • Use GA and Freshmarketers for testing analysing data Action: • Split URL test the Quote journey by showing the price for enquires that we know the prices of • A/B test Guest account - puts a phone number / email. • Ask users feedback at the last stage to learn if they’re interested in free place 11
SMART Objectives Quote to landing 1. Increase the online enquiries by 3% in the next three months. Investigations : • Determine if new wording can communicate the better and end up with more enquiries • Determine if imagery, typography, colours, and layout are distracting from calls to action (CTAs). Data : • Use Freshmarketers and Wave for testing analysing data Action: • Analyse screen recordings from Booking details section to payment. 12
SMART Objectives Create a design system Action: Design the following: • Header Navigation • Buttons • Activity grids • Dialogs • Tabs • Badges • Forms • Typograhy • Progress indicators • Testimonials • Data tables • Re visit color palette 13
Thank you 14
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