Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Paradox of Choice

Paradox of Choice

F8403810aba9bdec8f66588c856d0e2f?s=128

Dan Cork

June 10, 2016
Tweet

Transcript

  1. Choice a case study Paradox of

  2. George Product Lead @SarcasmWarning Alix

  3. Cork Web Developer @dancork Dan

  4. None
  5. beginnings

  6. None
  7. None
  8. None
  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

  12. None
  13. None
  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

  18. None
  19. First Iteration

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

  21. None
  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

  31. None
  32. None
  33. Images didn’t match the selection being made

  34. None
  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

  49. None
  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!

  56. None
  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