Paradox of Choice

Transcript

1. Choice a case study Paradox of

2. George Product Lead @SarcasmWarning Alix

3. Cork Web Developer @dancork Dan

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5. beginnings

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9. +44% likely to book

10. ASSUMPTION: Customers are able to make a more informed decision

    when products are filtered.

11. The Paradox of Choice

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14. 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…

15. … 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...

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

    It might even be said to tyrannize.

17. 30+ Packages

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19. First Iteration

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

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

    unchanged • Team very excited!

23. The Next Step: • Test Manchester on mobile • Test

    Heathrow on mobile • Test on tablet & desktop

24. Rolling With It

25. A/B Tests: Heathrow conversion was up

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

    failing

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

    failing … and so was tablet/desktop

28. Usability Testing

29. Mobile WOES

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

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33. Images didn’t match the selection being made

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

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

    still didn’t

37. Tablet WOES

38. Slow performance on some tablets when navigating

39. Navigating Back x 2

40. Product Images Product Image Loops Product Rendered Products 15 x

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

41. 4500

42. 9000

43. 13500

44. 13 seconds < 1 second

45. DEsktop WOES

46. Surprised to hit the upgrades page on single-option tiles

47. Grouped and ungrouped had same colour buttons

48. Grouped tile images not clickable, caused frustration

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50. Navigating back-and-forth

51. Looping Paradox!

52. Where Are We Now?

53. 100% for UK Hotels

54. Conversion flat or better

55. ...even for Manchester!

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57. Close to £500k

58. 86% of original forecast

59. Next... parking products

60. Summary

61. To deliver wins You’re going to break stuff!

62. It’s ok to fail

63. How important is quality pre/post MVP?

64. Treat code, data and experience as equals

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