Holiday booking websites are a dime a dozen. The competition rages stronger every year and companies are constantly battling to become the customer's go-to holiday booking site. TravelUp wanted a piece of this market and part of their plan to differentiate themselves was by creating stunning and attractive destination pages.
Having A/B tested search bar styles in the past, I was well aware of the impact that the simplicity of search bars have on customer behaviours. It is essential for a search bar to be simple and uncluttered. Additionally, the search bar must contain logic where previously entered information is saved and customer preferences can be saved. In this case, the existing search widget was horrendously cluttered, busy and overwhelming. I enhanced the search bar by removing unnecessary fields, cleaning up the layout and improving the imagery.
Before (8 fields)
After (5 fields)
Part of the destination page are the destination teasers. These are small components which showcase destinations and the price associated with them. I designed these to be short and sweet, attractive to look at and instantly get across the most important pieces of information for the user to show interest in that destination (image, destination, price).
Hotel pods were a huge part of the Travel Up experience. It was important to showcase hotels within destinations and in order to do this, I designed compact, information-rich components. These components showcase all information someone would need to know about a hotel in a compact 3x3 grid.
Travel Up wanted to put a huge focus on their unique selling points as a company. To showcase these, I created a component which gave information about their USP's in a space-saving, horizonally aligned icon list. I ensured that the 'more information' buttons weren't so captivating that they drew attention away from the booking flow, but they were clear enough that users could investigate further if they wished.
Abandoned Booking Email
One of the most effective ways to recover lost sales is to retarget those who began booking but ended up abandoning the booking flow. The travel industry sees an average abandonment rate of around 70%. Below is the email I designed in order to entice abandoned customers to revisit the booking flow and complete checkout.
Hotel Sponsor Email
A large portion of Travel Up's business comes in the form of hotel sponsors. Below is an email I designed for hotel sponsors. Note the search bar at the top of the email. This is obviously not a functional search bar as it is within an email, however, placing relatable and seemingly functional components within emails drastically improves click-through rate.
Previously, the Travel Up checkout flow was comprised of multiple pages, each containing many fields and required customer actions. This was greatly affecting Travel Up's conversion. In order to optimise the conversion rate of the flight booking flow, I combined all pages into one checkout page. I used heatmap analytics to identify where most of the user's attention goes during checkout, and discovered that it was the payment details section as seen below.
To account for this, I ensured that the payment details section was as close to the top of the screen as possible, and designed in a way that made it easy for users to identify possible payment methods and easily switch to PayPal if necessary. The sidebar means users can always refer back to their booking without the need to leave the checkout page.