Paradox of Choice

Transcript

1. 1.

   Choice a case study Paradox of

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   George Product Lead @SarcasmWarning Alix

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   Cork Web Developer @dancork Dan

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   beginnings

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   +44% likely to book

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    ASSUMPTION: Customers are able to make a more informed decision

    when products are filtered.
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    The Paradox of Choice

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    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…
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    … 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...
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    … At this point, choice no longer liberates, but debilitates.

    It might even be said to tyrannize.
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    30+ Packages

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    First Iteration

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    A/B Test: • Mobile first • London Gatwick • Hotels

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    After 2 weeks: • Conversion up 49% • Product selection

    unchanged • Team very excited!
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    The Next Step: • Test Manchester on mobile • Test

    Heathrow on mobile • Test on tablet & desktop
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    Rolling With It

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    A/B Tests: Heathrow conversion was up

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    A/B Tests: Heathrow conversion was up … but Manchester was

    failing
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    A/B Tests: Heathrow conversion was up … but Manchester was

    failing … and so was tablet/desktop
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    Usability Testing

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    Mobile WOES

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    Only image and text are “hit” areas on mobile tile

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    Images didn’t match the selection being made

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    Gatwick, Heathrow, Birmingham and Glasgow performed well...

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    Gatwick, Heathrow, Birmingham and Glasgow performed well... … but Manchester

    still didn’t
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    Tablet WOES

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    Slow performance on some tablets when navigating

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    Navigating Back x 2

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    Product Images Product Image Loops Product Rendered Products 15 x

    5 x 2 x 30 15 approx 5 times 2 times >30
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    4500

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    9000

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    13500

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    13 seconds < 1 second

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    DEsktop WOES

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    Surprised to hit the upgrades page on single-option tiles

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    Grouped and ungrouped had same colour buttons

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    Grouped tile images not clickable, caused frustration

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    None
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    Navigating back-and-forth

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    Looping Paradox!

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    Where Are We Now?

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    100% for UK Hotels

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    Conversion flat or better

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    ...even for Manchester!

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    None
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    Close to £500k

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    86% of original forecast

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    Next... parking products

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    Summary

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    To deliver wins You’re going to break stuff!

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    It’s ok to fail

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    How important is quality pre/post MVP?

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    Treat code, data and experience as equals

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    @dancork Thanks @SarcasmWarning join.holidayextras.co.uk