Conversion rate optimization by ESR approach for Infoshina.com.ua
Conversion rate increase by 12.5% on mobile for the apartment rental website Dobovo.com
Dobovo by
About the project:
Dobovo.com is a service of online vacation rentals in the cities of Ukraine:
Over 12,000 apartments in 82 cities of the country from 3,000 owners.
The company is among the leaders in its niche, it competes with such major web-services as Airbnb и Booking.
Over 340,000 users per month.
12,5%
Increase in mobile conversion by 12.5%
Problem:
The website did not meet the requirements of modern users and did not satisfy the new business tasks:
low website speed;
low conversion rates and high user bounce rates on mobile;
outdated technologies;
no inhouse UX/UI team for ongoing project support;
necessity for expanding and upgrading the website functionality.
According to Google Analytics, 72.9% of users were on mobile, however, the bounce rate for these users was 22% higher than that of desktop users.
Before redesign
After redesign
Solution - complete redesign
Based on the issues, we chose the Revolutionary Site Redesign (RSR) approach, guided by the mobile-first principle.
Key changes after the site redesign using the RSR approach:
updated the styling, customized the content pages, processed social proof content;
implemented a visual booking calendar;
worked on the mechanics of filters and the apartment selection system;
we added a demand tracking tool;
we improved the functionality of the search bar.
Stages of work
We collected analytics data, created a complete picture of business processes, clearly outlined the strengths of the service, the problems and pain points of the target audience, identified the main competitors, conducted a comparative analysis of functionality, and gathered examples of best practices.
Essentially, the RSR approach was to create a new website from scratch based on the analysis of the current project. At the same time, it was decided to work iteratively, meaning the entire project was divided into blocks with established deadlines.
Details of the key pages redesign
We chose the priority of the blocks deliberately. Data analysis from Google Analytics showed that the key pages for the Dobovo site are:
Page of the apartment, which is accessed by 31% of users and is essentially key to the decision-making process for booking;
Product list, the next most visited page on the site;
Make-a-Booking page, where the user completes the target action.
Product card or apartment page
Main decision point
Product card on mobile
Key decisions for optimizing the apartment page:
Emphasis on the visual block;
Direct contact with the owner for additional information;
Description of features using custom icons;
Visual booking calendar;
Animations and banners for selecting discounts or promotions;
Social proof content in the form of reviews.
Iteration result
As a result of the work on the apartment page, the average viewing duration increased by 11,32%, which also affected the overall result.
Product list
Working with filters and sorting
Product list on mobile
Key elements of search results page optimization:
The panel with the calendar, sorting, and filters is always accessible;
Prioritization of filters for each city;
Two different scenarios for presenting information: list view and map view;
Demand tracking tool and automatic demand statistics generation.
Iteration result
1. The micro-conversion rate for the goal of transitioning from the search results page to the product page has doubled.
2. The view rate of the listings increased by 27,45% due to mobile users
Make-a-Booking page
Key website page where the user completes a targeted action
Make-a-Booking page
We split the booking process into three subsequent steps
Step 1 - Registration or authorization. Step 2 - Important information for making the final decision. We added a reminder with all the order details Step 3 - Payment. We thoroughly researched the user’s problem in terms of prepayments, made accents on different payment options.
Iteration result
The percentage of visitors who complete bookings on mobile has decreased by 11,73%. The micro-conversion rate, specifically the number of users who visited the booking confirmation page and completed the booking, has increased by 35%.
Results of the work
For the accommodation booking service Dobovo, we created a simple informative design, following the RSR approach.
The conversion rate on mobile for the project increased by 12.6% during the testing period.
The micro-conversion rate from mobile (transition from the order form page to completion) increased by 35%.
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