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Thistle Hotels +25% More BookingsRigorous methodical testing maximised booking volume and average booking value

The Challenge:

  • Thistle’s checkout page was highly complex and featured a number of distracting elements.
  • A number of cross-sell and upsell modules, intended to increase booking values, became obstacles that stood in the way of guests completing their bookings.
  • The sequence of information was fragmented and confusing, slowing the user’s progress towards booking confirmation.
  • Too many users were exiting without converting.

The Strategy:

Phase 1: Reduce friction caused by complex forms & distracting content modules

  • Optimising the checkout form layout and placement of cross-sell modules we were able to improve guest's eyeflow, speeding up the user journey through checkout, making it easier for them to complete their bookings.
Thistle_Phase_1.png

Phase 2: Managing user expectations to reduce anxiety

  • Incorporating trust factors like Best Price Guarantees, secure payment icons and in-line payment and cancellation terms reduced the perceived risk of completing the booking.
  • Adding just a touch more detail to the booking summary provided clarity and reassurance around what exactly the guests were paying for.
Thistle_Phase_2.png

Phase 3: Optimising cross-sell & promotional modules to maximise booking value

  • After optimising the checkout for its primary goal (to drive bookings) our focus shifted to increasing the revenue per booking on the site.
  • Optimising the placement of offers to capture users' attention, and using relevant imagery to create an emotional connection with the offers resulted in an overall £72 increase in average booking value.
Thisle_Phase_3.png

Read more success stories:

  • Avis
  • Nuffield Health
  • Haymarket

  • Download the Thistle case study

    Want to discover more? Click here to download a detailed case study PDF.

    Thistle.png

    Interesting insights:

    • Minute changes such as a seal of guarantee, or the wording of a CTA – led to dramatic rises in conversion.
    • The conversion increase from hiding non-essential upsell elements far outweighed the accompanying decrease in average basket value.

    Results:

    • Conversion +25
    • Ave Order Value +£72.28
    • eCommerce Conversion in Australia +240%
    “”

    “CRO is a multi-disciplinary practice. Testing, coding, design, analysis…we do it all for you. Just think of us as your in-house conversion team!”

    Mathilde BoyerDirector of CRO, House of Kaizen

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