Four per cent increase in revenue driven by homepage search panel redesign.
SuperBreak, the short break specialists, were looking to improve the customer journey by simplifying the holiday search panel. They were keen to ensure the search panel was made clearer for users to interact with. The aim was for users to find it simple to find their desired break, thereby increasing bookings and revenue.
SuperBreak worked with the RedEye Conversion Rate Optimisation team to implement A/B testing on the search panel. This test had a two-stage approach, the hypothesis of the first test was that changes to the search panel would increase the number of people completing the form, ultimately leading to more bookings.
Working with RedEye’s CRO Consultants and in-house designers, a test was created that introduced a single line search bar with tabs to navigate between the different products on offer. Icons were introduced within the form fields to make it easier for users to see at a glance what information is required in each field, the ‘number of guests’ field selection was also condensed into one button. These changes helped to reduce the overall size of the navigation and make it simpler for users to interact with and make their break selection with greater ease.
Results from the first search panel redesign test showed that a smaller search panel with the fields displayed inline actually resulted in a drop in visitors using the search panel -and therefore a drop in searches. However, an increase in interactions with other page elements was observed leading to an overall increase in revenue of 4.18 per cent, with no impact on bookings as users proceeded via other routes.
Using the knowledge gained in the first test -that users were less engaged with the search panel- RedEye worked with SuperBreak to delve further into the usability of this section of the website, implementing a follow-up test. The follow-up test aimed to increase or maintain search panel engagement; increase engagement with content below the search panel (as we know that these areas of the page are successfully moving users through to the funnel) and increase bookings. Therefore, further changes were made to the original test, the ‘Search’ CTA was dropped below the input field on the search bar and the size was increased.
Results from the second test revealed a smaller drop in interactions with the search panel when compared to the first test. However, engagement with the top navigation increased by 15.32 per cent and click through on the content links below the search panel also increased. Despite less engagement with the search panel overall revenue increased by 1.04 per cent.
From this test we were able to improve revenue and learn that less qualified users are able to find information, decide on a break, and book through other areas of the website. We also found that if a user does not use the search panel straight away it does not impact revenue.
To discover what SuperBreak thought of the results, visit the full case study here.