Butlin’s C.R.O.
Goal:
Optimise the holiday shopping funnel.
Challenge:
Increase conversion, decrease drop-offs.
Approach:
- UX driven optimisation informed by usability testing and A/B testing findings
- Usability testing with 6 participants on live website
- Client stakeholder debrief & workshop to plan and prioritise A/B testing
- On-going A/B testing
Team:
- Lead UX consultant – June Lim
- Support moderator
- Accounts team
- Client’s team
Deliverables:
- Full usability testing report containing severity ratings table
- Recommendations with mock-ups
- A/B testing hypotheses
Findings & Approaches
Below are a small sample of findings from usability testing that are labelled Serious and Significant.
Serious:
- Switch from per person to per family costs caused confusion
- ‘Quote’ a misleading term for saved search
- Account creation to save quote off putting
- Reverse opt-in checkboxes off putting
- Unable to amend quote
Significant:
- Existing IA hindered information finding
- Error messages obscured & inconsistent
- Confusing quote validity messaging
- No reason stated for compulsory guest details
- Busy summary page, unusual CTA positioning
Filtering all the findings, the team identified areas where Butlin’s would benefit from approaching incremental improvements by A/B testing. With the list, the project team worked through and prioritised ideas for testing. Consultants came up with various test options for each test item.
Value of Conversion Rate Optimisation:
Over the course of the Conversion Rate Optimisation programme, Butlin’s holiday shopping funnel had seen a steady increment in uptake. The C.R.O. had proven to bring value to the business.
An example would be the summary page optimisation which resulted in an increase in 3.92% conversion that translates to a 6.05% increase in average revenue per visitor.
