Site optimization - An A/B study
Redesigned rates page for user clarity, conversion and page abandonment.
Company: Choice Hotels International
Industry: Travel / eCommerce
My role:
• Sr. Product Designer (Site optimization and growth)
• A/B strategy
• Analytics/data review
• Sketches and Wireframes
• UI design
• High fidelity comps
• Delivery to development team
• Grooming review
• UAT and Production QA
The problem
Analytics showed a 40% abandon rate on this page, particularly if they landed on this page and not go through the home page. Through user testing, we found that users were very confused and unsure what rate to select. For example, they were unsure why one room was more expensive than another room because premium amenities were hidden. Did I mention 40% abandonment rate?
A/B testing
A/B testing is incredibly fast pace. Iterations are done sometimes several times a day. My A/B testing process includes: defining the problem, creating goals, working with product manager and dev lead to plan tests and a schedule. Work with analytics to provide ROI.
Audience
Boomers are a great persona to design for. Empathy is key. Like millennials, they can be a little ADHD when looking at an app/website. Designs need to be free of noise and clutter. Have the information, but in little bits. Boomers are a little afraid of technology the first time they use a new app. Make sure you have as little friction as possible. Have empathy. Design for AA accessibility. ​
Member/loyalty pricing:
• Reservations mix shifted by ~1.5% to member rates with an increase of ~2% auto-enroll of loyalty program.
Accessible room booking decreased:
• Accessible room codes decreased. What does that means to users? Accessible rooms are available to those who need them. Franchise owners don't have to shift room reservations.
Optimized conclusion:
• We successfully optimized this page in the booking path to increase revenue, increase membership loyalty and decrease franchise owners frustrations. The page is still optimized and live today.
What I am most proud of...
Although helping earn $14 million in revenue for my company is amazing. What I am most proud of is that this is a page that I FOUGHT to optimize. Looking at the data, I know this was a page we should focus on.