Specialized Consumer Services
A leading player in the Dutch online travel industry, the Bizz Travel Group, specializes in creating its own leisure products and selling them directly to consumers through its websites. Bizztravel Wintersport is a part of the Bizz Travel Group and specializes in skiing holiday packages in the Alps.
Bizztravel Wintersport used VWO tools to test changes to its website that would improve conversions.
The company undertook A/B testing to test the best navigation design that would enable better visitor engagement by making information easily accessible thereby improving its conversion rate.
This is what Bizztravel’s original navigation and region page looked like:
Google Analytics statistics revealed that:
Bizztravel Wintersports’ site navigation did not reflect the manner in which visitors looked for a winter sports vacation. On clicking the tabs on the header, visitors were taken to the region page that didn’t show them the information they were looking for. Consequently, they were forced to browse through a ski region layer before getting to ski villages.
For example, many visitors do not know that the village of Flaine is located in the region of Le Grand Massif. So, to find the Flaine page on the original website, a visitor had to click through an average of 5 regions. The site navigation caused visitors to get lost during the seemingly simple task of finding a vacation. Not surprisingly, many visitors bounced.
The bottom line: About 75% of visitors never even saw the website home page!
The Bizztravel team decided to simplify navigation to ensure that visitors would find what they were looking for. They came up with a new page header with navigation structured in such a way that visitors could find and visit target pages from anywhere on the site.
The underlying premise was that a clear and simple navigation menu would allow visitors to find their desired page faster, and this would reduce early exits caused by frustration. It was also expected that these changes would increase conversion rates. VWO heatmaps were used to analyze where users spent the most time. This provided clues to what the most prominent offerings on the header ought to be.
Based on the information gathered and subsequent analysis, the following changes were made to the navigation header:
The variation had a drop-down menu that reduced the need for visitors to rummage through the clutter of information in the control. The variation gave visitors easier access to information they might be looking for, say “Top 10 skiing destinations in France.”
The navigation A/B test pitted the variation against the original (control). The primary goal of the A/B test was to track visits to Bizztravel’s “Thank You” page (Bedankt). During the test, visitors were randomly directed to either the control page that showed the old header or the variation that incorporated all the design changes outlined above.
Bizztravel’s winning variation looked like this:
Result: Compared to the original, the redesigned navigation registered a 21.34% higher goal completion. The results had an associated confidence level of 97%.
The results of this test offered useful insights for web design and navigation:
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