“Able to make us look at the value of aspects of our website, or data that was available to us, that previously was completely overlooked.”
Richard Smith — ski-lifts.comTakeaway
83% of companies run experiments without supporting data. A hypothesis without evidence is just a guess.
Brief
Generate incremental sales by identifying and optimising the key conversion pages.
Starting point
The booking page is form-heavy and was shedding 94% of the people who reached it. Google Analytics was incomplete, so the obvious question — which pages are losing us money — had no answer. We rebuilt the measurement first.
Insight
Two kinds of visitor were fighting over the same page — one wanting an instant quote, the other wanting to read about the resort first.
Voice-of-customer analysis — video playbacks, heatmaps and user testing — showed the two behaviours clearly. The page served neither well.
Interventions
- A two-speed landing page — quote generator above the fold with the booking widget, resort detail below for the readers
- Resort-specific imagery, so the page matches the search that found it
- Progressive disclosure on the booking form — a sequence of steps rather than one wall of fields
- A 37-page functional specification written for their development team
Evidence
