On a mission to be the world’s most positive impact travel company, working in partnership with local hosts to protect our world's wild places, one life-changing adventure at a time.
MBA, a growing adventure travel agency, aimed to enhance its website to meet competitive standards, thereby reducing friction in the conversion funnel and increasing sales. The agency faced challenges with conversion due to a complex and cumbersome user experience. To address this, the goal was to understand the genuine needs and challenges of adventure travellers and implement targeted improvements to boost user engagement and conversion rates.
A data-driven strategy was employed, starting with 1:1 interviews using the Jobs-to-Be-Done (JTBD) framework to identify the core needs and pain points of adventure travellers. An affinity map was developed to discern patterns and trends across different persona groups, guiding growth experiments. The primary objectives were to increase customer acquisition and conversion rates through a rapid experimentation process, iteratively testing changes to quickly observe their impact and refine the approach.
The implementation involved several key changes. The checkout process was streamlined to a single page and included a guest checkout option to remove booking barriers. Trip date selection was enhanced with improved visibility and reassurance messages, while elements causing inertia and lost bookings were removed. The trip product page was made more engaging and visually inspiring, incorporating social proof to validate trip quality. An engaging visual filter was developed for the trip selection process, allowing customisation by difficulty level, activity type, location, and date. The homepage focused on user onboarding and providing social proof, facilitating efficient navigation to areas of interest.
The redesign significantly impacted customer behaviour and perception, resulting in increased trust, perceived quality, and value for money during onboarding. The streamlined journey enabled customers to complete purchases more quickly, enhancing overall user satisfaction and conversion rates.
