Case Study: Product Results Page Redesign Improves Customer Experience

This hotel improved the customer experience on their product results pages, and saw a huge lift in engagement.

The Organization

A UK based luxury hotel chain.

The Project

Website data showed that when customers arrived on room or suites results pages, almost 70% of customers exited the site without engaging with room information or progressing further. However, inside each room detail panel, there is much more information about rates, rewards and loyalty programs, and availability. This optimization team hypothesized that by having the first panel pre-expanded upon arrival customers would be more like to engage and learn more about the hotel offerings.

The A/B Test

The brand ran an A/B test, with traffic divided among all users. Half of customers saw the original experience, and half saw the new experience with the first room detail panel already expanded. This was easy to accomplish in SiteSpect. Because of SiteSpect’s architecture, the brand could write the change once and use Find and Replace to apply it across all relevant results pages.

The Results And Next Steps

The hypothesis here proved correct. The variation saw a 5% increase in users progressing to the next checkout step and 8% lift onto purchase across devices. Mobile devices saw a 13% lift in progress to next step and 5% on purchases. The projected revenue increase across all devices is over￡70,000 per month.

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