improve travelio.com landing page (indonesia online hotel booking website)
TRANSCRIPT
Improve Product – Travelio.comWandy Hermanto
Travelio
• I am interested in User Experience (UX) Designer and Product Management. • So I want to build some interesting view to improve some product. • And I decided to give it a try to improve new Indonesia online hotel booking –
travelio.com• Let’s take a look how I suggest improvement for travelio.com to increase their
conversion rate.
What is Travelio?
• If we looked at Indonesia online hotel booking website lately, may be we have heard of Travelio.com.
• Travelio.com is new Indonesia online hotel booking website but what makes traveliodifferent with other online hotel booking website:
• Offer - User can make an offer (“tawar”) to property owner, and the owner can decide to accept or not. I think this is an interesting strength point since we never try similar experience in other Indonesia online booking website.
• Indonesia Airbnb – Travelio provide service like Airbnb so if you have property and want to earn income, Travelio can help you.
• Goal: Increase travelio.com conversion rate• As a framework, we can use popular AARRR – 5 steps startup metric:
• Acquisition: user comes to site from various channel• Activation: user enjoy first visit - “happy experience”• Retention: user come back, visit site multiple times• Referral: user like product enough to refer others• Revenue: user conduct some monetization behavior
1. Goal – increase Travelio conversion rate
So let’s focus on Activation metric first.
• How well is the Travelio Activation performance? • The first thing we have to check is Travelio landing page performance• One of landing page performance indicator is bounce rate• Based on alexa.com, bounce rate for travelio.com is 54.70% - still high, although it is
already decreased by 14%. Good job Travelio Team. (benchmark competitor: traveloka.com is 25.4%) – as of Feb 15, 2017
2. Current Travelio Performance
• With high bounce rate, of course something is wrong with Travelio landing page• One of the most important factor in landing page is Call to Action• Let’s check how Travelio develop their Call to Action.
2. Current Travelio Call to Action
1
2
3
4
Outstanding Call to Action (Red):1. Button “Cari”: good design, user can
easily find which button to click. This will directly lead to conversion.
2. Button “Chat dengan Kami”: this Call to Action button is also good design, just click this button if you have any questions
Balancing Call to Action (Blue) :3. Button “Daftarkan Rumah Saya”:
since this is Airbnb-like service, Travelio also encourage property owner to register their property and build partnership with Travelio
4. Button “Voucher”: when you click this button, you will get promo code/discount voucher
Current Travelio Call to Action
3. Improve Travelio Call to Action (1/2)
• Based on our quick observation, Travelio Call to Action design is already good. • But the fact is opposite. Their bounce rate still high.• These are some of my suggestions to improve Travelio Call to Action design:
1. Promotion Image should be clickableIf we look at Travelio promotion image, it feels really odd when you cannot click the image.
You
cannot
click this
ads
• If promotion image cannot be clicked, user will difficult to find out what the promotion means.
• Benchmark: other online hotel booking (ex. Traveloka.com design their promotion image to be clickable)
3. Improve Travelio Call to Action (2/2)
2. Communicate Unique Selling Proposition (USP)
• Since Travelio.com is the new player in Indonesia online hotel booking, I believe that not many users already know what is Travelio, their strength point or its difference with other online booking.
• To introduce their service, Travelio need to communicate their Unique Selling Proposition (USP) in their landing page.
• But Current Travelio Landing Page does not communicate this USP effectively.• Why we have strength point but we don’t tell it to our customer? • Travelio USP is user can make an offer (“tawar”) to property owner. And I believe this is strength point
for Indonesia market based on indonesian behavior. • This USP can be displayed in Promotion Image.• Such unique benefits (or USPs) convince users, and push them towards a conversion.
Sunshine.co.uk, a UK-based travel agency almost doubled its revenue when it clearly
presented its USPs to users. The agency ran a survey across its website users, and found
out that the website didn’t communicate its benefits effectively.
Source: vwo.com
4. How to implement (1/2)
• To make sure our design is good, we need to do some test. • One of the most popular test is comparative test – AB Testing.• AB Testing – We design two or more variations to test which variation is most preferred by user.
Make sure
we display
hand cursor
to tell user
this image is
clickable
• When user click the image, user will be directed to new tab page that display detail of promotion and show user how to purchase the product with that promotion
• For this solution we don’t need to develop other variation, since this improvement is quite straight forward
1. Promotion Image should be clickable
4. How to implement (2/2)
2. Communicate Unique Selling Proposition (USP)
• When user click the image, user will be directed to new tab page that show what is travelio USP - “tawar” and how to use this “tawar” feature
Display image that shows Travelio USP to convince user to
try Travelio
Variation B: Communicate USP via ButtonVariation A: Communicate USP via Promotion Image
Cari dan
Tawar
• Communicate USP via button, so user is convinced to give it a try
We need to test these 2 variations to small user base, so we can explore which design is most preferred by user.
5. How to validate
• After we conduct AB Testing and confident with our solution, we have to validate whether our solution is successful or not.
• To validate our solution, we use Product Metrics.• After deployment, we have to monitor our product metrics for certain period of time to
monitor our solution performance.
Solution Product Metrics Bounce Rate
1. Promotion Image should
be clickable
# click promotion image (Increased)
Bounce Rate
(Decreased)2. Communicate Unique
Selling Proposition (USP)
# click USP Promotion Image (Increased)
Or
# click button “Cari dan Tawar” vs before
deployment (Increased)
6. Conclusion
• After all, we know that above solutions are seems like simple tweak or minor changes. • But I believe with these less effort changes, it will give a significant impact to decrease
Travelio bounce rate. • With decreased bounce rate, it will automatically increase Travelio conversion rate.
All displayed data as of Feb 15, 2017
Good luck!
@Travelio Team or anyone: if you read this, let me know how it goes – I’d love to hear your storyFeel free to contact me.
