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Paradox of Choice
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Dan Cork
June 10, 2016
Technology
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Paradox of Choice
Dan Cork
June 10, 2016
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Transcript
Choice a case study Paradox of
George Product Lead @SarcasmWarning Alix
Cork Web Developer @dancork Dan
None
beginnings
None
None
None
+44% likely to book
ASSUMPTION: Customers are able to make a more informed decision
when products are filtered.
The Paradox of Choice
None
None
When people have no choice, life is almost unbearable. As
the number of available choices increases, as it has in our consumer culture, the autonomy, control, and liberation this variety brings are powerful and positive…
… But as the number of choices keeps growing, negative
aspects of having a multitude of options begin to appear. As the number of choices grows further, the negatives escalate until we become overloaded...
… At this point, choice no longer liberates, but debilitates.
It might even be said to tyrannize.
30+ Packages
None
First Iteration
A/B Test: • Mobile first • London Gatwick • Hotels
None
After 2 weeks: • Conversion up 49% • Product selection
unchanged • Team very excited!
The Next Step: • Test Manchester on mobile • Test
Heathrow on mobile • Test on tablet & desktop
Rolling With It
A/B Tests: Heathrow conversion was up
A/B Tests: Heathrow conversion was up … but Manchester was
failing
A/B Tests: Heathrow conversion was up … but Manchester was
failing … and so was tablet/desktop
Usability Testing
Mobile WOES
Only image and text are “hit” areas on mobile tile
None
None
Images didn’t match the selection being made
None
Gatwick, Heathrow, Birmingham and Glasgow performed well...
Gatwick, Heathrow, Birmingham and Glasgow performed well... … but Manchester
still didn’t
Tablet WOES
Slow performance on some tablets when navigating
Navigating Back x 2
Product Images Product Image Loops Product Rendered Products 15 x
5 x 2 x 30 15 approx 5 times 2 times >30
4500
9000
13500
13 seconds < 1 second
DEsktop WOES
Surprised to hit the upgrades page on single-option tiles
Grouped and ungrouped had same colour buttons
Grouped tile images not clickable, caused frustration
None
Navigating back-and-forth
Looping Paradox!
Where Are We Now?
100% for UK Hotels
Conversion flat or better
...even for Manchester!
None
Close to £500k
86% of original forecast
Next... parking products
Summary
To deliver wins You’re going to break stuff!
It’s ok to fail
How important is quality pre/post MVP?
Treat code, data and experience as equals
@dancork Thanks @SarcasmWarning join.holidayextras.co.uk