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Writer's pictureCristina Dresch

Improving the navigation of a travel website

Updated: Feb 16, 2020

Issue: High bounce rate and low interaction with site navigation

Hypothesis: The site navigation doesn’t encourage users to engage due to the numerous routes into exploration and no clear distinction between pre and post purchase

Method: Tree testing on the live navigation plus 3 new options proposed by the UX team. Remote testing with 10 tasks which were assessed by completion speed and survey feedback. Best option was A/B tested against the live navigation.

Findings: In the live navigation, more in depth content such as ‘what to bring to the resort’ and ‘meals available’ were easier to find than exploratory items such as promotion and prices. Takeaways: Across the options tested, it was clear users wanted to take separate routes between pre and post purchase tasks. Making those more prominent across the primary navigation by introducing a ‘before you go’ section has shown positive results.

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