GetYourGuide

1. Checkout Optimisation

Challenge

How might we reduce the drop off rate and decrease the percentage of errors on the checkout step to improve conversion rate on mobile web while ensuring a seamless booking experience for users?

Results

The experiments (A/B tests) have resulted in significant improvements on conversion rates on both desktop and mobile, with a reduced percentage of errors. We have run a high number of A/B Tests on checkout. The tests in total have resulted in around 25% uplift in conversion rate.

Quantitative insights

I conducted a detailed data analysis to identify the focus area on the mobile user journey. Data showed that ∼50% of the users were dropping off at the checkout step. We decided to focus on this area for the quarter. Qualitative insights were gained through user testing.

Phone Field

Qualitative Insights: User tests and heatmap analysis on Hotjar showed that users were struggling with the phone field area. The field was empty and most of them were commenting they were not sure whether they need to enter a country code or not. Further data analysis showed that there was a high number of errors for this field.

Hypothesis: Creating a dropdown with the related country flag and country code will reduce the errors and improve conversion rate.

Results & Learnings: Flat CR, significant decrease in the percentage of errors. We implemented variant B.

Edit Cart

Qualitative Insights: User tests showed users expect to be able to edit their order and get confused when they can’t.

Hypothesis: We may improve CR by making it easy for the users to edit their orders on the cart step.

Results & Learnings: Flat CR, Increased Click Through Rate (CTR) from cart to ADP (~80%), CTR from checkout to payment (0.9%). Decreased CTR from cart to checkout. We kept the B version.

Learnings & Next Steps

From the experiments we launched, we have learned that “Free Cancellation” and “Likely to Sell Out” caused significant conversion rate uplifts, showing a significant potential to experiment more around the concepts. Thus the next step decided was to roll out the tags across the funnel, like on the Activity Details Page, and test impact on conversion rate.

Another learning was that the variety of payment methods are important, as they caused significant increase in conversion rate, thus we will continue testing adding other popular payment methods in the respective country domains. Localisation in terms of payment methods and local currencies to various domains, e.g. BRL, JPY, HKD was decided to be a larger topic to focus on.

2. Localisation

Challenge

How might we improve UX in top 5 markets by utilising user research?

Usability Tests

We started with 6 usability tests conducted on focus domains, to understand user pain points. I ran the tests by giving scenarios to users and recording them.

Learnings

Reflections

Apart from the research learnings, a big learning for me from this work has been personal. I realised how much I enjoyed being directly on the field with the users, conducting hands on research, finding out usability issues and shaping the next priorities with the team based on research findings.

This experience was one of the most important factors that led me to the decision of becoming a Product / UX Designer and shaped me into who I am today.