Paradox of Choice

Transcript

1. Choice a case study Paradox of
2. George Product Lead @SarcasmWarning Alix
3. Cork Web Developer @dancork Dan
5. beginnings
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
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
19. First Iteration
20. A/B Test: • Mobile first • London Gatwick • Hotels
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
33. Images didn’t match the selection being made
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
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
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!
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