43.3% Increased Interaction on 'Enquiry' Triggers for House of Travel By Adding One Thing
Thursday 3 December 2015, 11:47AM
By FIRST.
564 views
House of Travel has been helping Kiwis see the world for almost 30 years and is one of New Zealand’s most successful providers of travel experiences. House of Travel is also a leader in travel technology, offering an award winning website allowing users to compare and book airline flights and holidays in an instant.
House of Travel partnered with FIRST with the objectives of increasing enquiries on individual deal pages, improving user experience and increasing revenue. FIRST found that insights from analytics showed that most visitors aren’t able to see the ‘Enquire Now” button on individual deal pages. An A/B testing program was implemented to gain more information on how customers are behaving in the site and make the necessary changes to improve online conversions.
Results of the A/B test included:
- 43% increase in the number of people clicking on one of the ‘Enquire Now’ buttons (primary goal) and moving down the page to the actual enquiry form
- 7.2% increase in the number of clicks on the enquiry form ‘submit’ button