The Strategy
Our Director of CRO, Rafael Damasceno, and his team conducted extensive audience research to understand the on- and off-page user behavior and identify barriers to users booking a vacation home.
We used email surveys and chats to collect customer feedback and uncover key insights. Responses pinpointed a lack of clarity around the final steps of the booking process.
Confusion about pricing, payment and check-in were a common theme in the user feedback, with over 47% of all chat responses pertaining to check-in info.
Not addressing these questions clearly in the checkout process presented a barrier to book.
In fact, we found that users who visited Twiddy’s Guest Information page, which addressed their most common questions, had a conversion rate 10x higher than users who did not see this information.
Our goal was to make this information readily available to encourage more users to initiate the booking process and complete checkout.
The Execution
Using the findings from the research phase, we redesigned the property details pages to include content from the high-converting information page and establish a hierarchy that mapped back to the audience insights.
To support our hypothesis, we applied two key changes to the variation:
- Pulled key property details - i.e. price, location, number of bedrooms - above the fold to increase visibility, making it easier and faster to compare houses open on multiple browser tabs.
- Incorporated the expandable FAQ structure of the Guest Information page to address user questions.
We tested the new page structure and content across property pages to measure the impact on conversions.
"This clearly has a huge financial impact and it’s a giant win. This increase in conversion also decreases our reliance on paid spend—and decreasing that actually has a bigger and faster multiplier."
- Ross Twiddy, President of Twiddy & Co