ecommerce conversion rate optimisation
increase into search
increase in search to conversion rate
increase in lounge bookings
Building on our relationship with dnata Travel, part of the Emirates Group, the House of Comms digital team were approached to design and test a new booking feature on the marhaba homepage.
THE THINKING AND DOING
The idea was to introduce a new way that customers interacted with the booking funnel on the homepage, and test whether a newly designed feature increased entries into the services search funnel.
House of Comms' UX team designed a clearer booking form with the objective of making the first step of the booking journey quicker and more intuitive for new customers.
In order to prove the design's business impact House of Comms utilised Google Optimise to deploy and track success metrics.The design was released to users in stages, allowing us to monitor and track interactions in a controlled manner and avoid negative impact.
As the test continued, the success allowed us to open up the new feature to more customers. During the campaign period it outperformed the control, at every release.
Liam Hanlon said - “This is by far the most successful test we have ever run on our site - an amazing achievement. It is a massive step change that has completely changed our thought process internally.
This exercise has firmly established a new strategic partnership with House of Comms team and we will be rolling out a multitude of tests designed to deliver on ROI and help us to achieve our KPIs.
The results of this test will change the digital mindset of the organisation.”