Revisiting the checkout experience for GetYourGuide, the world's largest online booking platform, in order to optimise the user experience, streamline the purchasing flow and increase conversion rates.
— ORIGINAL GYG MOBILE CHECKOUT
GetYourGuide’s checkout process included a 2 page multiple step form. We started with the mobile experience as this had a large portion of visitor traffic and high drop-off rate. Our goal was to discover how users currently moved through the process and identify the barriers they faced.
— THE PROBLEM
Only 28% of users finalised their booking after the checkout page
There was a 41% drop-off rate from starting checkout to completion on mobile
A poor checkout experience is potentially a major barrier to conversion and a missed opportunity to satisfy customers
We ran session recordings and heatmaps on pages with Hotjar
There was a significant drop-off between the First Name and Last Name fields (less than 5% completion rate). Such early abandonment could imply that users were offput by the lengthiness of the form
The primary CTA fell well below the fold
There is no progress indicator to give a sense of place
Certain fields and text boxes gave little guidance for input
The new design fed back to our initial insights and data while keeping the user at the focus, considering how every design decision would impact the overall journey and solve the identified problems.
— KEY CHANGES
Breaking the checkout process into 2/3 steps
Reducing Step 1 to 3 fields and progressively expanding
Removing unnecessary fields and combining others logically
Providing prompt text and auto fill when needed
Including a heading and progress indicator
Re-designing the UI to compliment the new layout
— TEST RESULTS
We ran the test for a few weeks and ultimately concluded it a success, with our variation increasing Checkout confirmations by +3.6% adding an additional revenue of €474,766 per year for GYG.
Due to the success of the test we continued on to design and build a similar experience for desktop and tablet.