Optimising the digital experience to convert more curious explorers into committed adventurers
Much Better Adventures is on a mission to make adventure travel more accessible, more sustainable, and more meaningful. But while the trips were bold and beautifully crafted, the booking experience wasn’t quite keeping up. Friction in the online journey was slowing down conversions, and users were dropping off before completing their bookings.
I worked closely with the team to uncover what was getting in the way. Using Jobs-to-Be-Done interviews and user research, we mapped out key motivations and blockers across the customer journey. These insights helped shape a programme of targeted growth experiments designed to remove friction, build trust, and guide users more confidently through the booking flow.
We restructured the trip pages to bring clarity and inspiration to the forefront, introduced smart filters to help users find the right adventure faster, and streamlined the checkout process with a single-page flow and guest checkout. Visual reassurance, improved date visibility, and simplified content all played a part in reducing drop-off and helping users feel confident to commit.
The result was a faster, clearer, and more inspiring booking experience—one that better reflected the spirit of the brand and helped more people turn curiosity into action.
