hard or soft CTA increases conversion

Hard or soft CTA would drive higher progression into a booking funnel?

hard or soft CTA increases conversion

Choosing between hard or soft CTA

In this ab test, we are trying to determine if a hard or a soft CTA would drive more people to progress along the booking funnel. Our hypothesis is that if we use a soft CTA labeled "Continue" more people will be willing to progress to the next stage of the booking process. We think that the Contiki customers are less likely to press on a "Book Trip" CTA at this stage as it is unclear if you will be asked to make a payment immediately after tapping on the button or what exactly is supposed to happen.

Environment

  • UK Market
  • 18-35 year-olds
  • 123k recorded sessions
  • 1.5 months of data

The objective of the AB test

To see which CTA label drives to more progression into the booking funnel and increases conversion.

As part of the test we also wanted to monitor the Bounce Rate from booking calendar pages, as well as the user exit rate. The idea is that a soft CTA would also improve the bounce and exit rates since people would be more curious to proceed/stay in the funnel instead of leaving it.

Which version do you think won the test?
3 votes
×

RELATED: With or without price display on a travel product eCommerce card would perform better?

Analyzing the results of the test

The winning version in this test is Version B. Even though both versions perform almost equally, the version with the soft CTA drives 1.7% more traffic into the booking funnel. Consequentially, the second version of the test has also lead to a 0.07% increase in the overall conversion rate.

Highlights of the soft CTA winner

Bounce Rate-2.3%
Exit Rate+1.4%
Returning UsersNo change
Users proceeding into the booking funnel+1.7%
Conversion Rate+0.07%


Although with the label change there is a small increase in the exit rate, we still consider it to be the winning version as it improves the overall booking flow performance.


toptal working remotely

What is it like working at TopTal as a freelancer and how to get set for success

TopTal is a community of freelance designers, developers, financial experts, product managers, and product owners. It houses the world's top 3% of best freelancers that companies and clients can contract with ease. I found the platform very randomly by searching on Google for remote working opportunities which lead me to apply for working at TopTal.

First impressions

I joined the network as a designer in early 2018 and the first thing I noticed was that the platform was very well organized. I had HR reaching out to me with my TopTal contract, the accounts department reaching out to help me set up my payment methods, people responsible for talent skills growth and learning reaching out to let me know of available TopTal sponsored courses. Everything was set up as if I was starting to work at one of the San Francisco-based tech companies.

Flexibility and independence while working at TopTal as a freelancer

When they approved my account, I ended up becoming part of the freelancer network and the marketplace. In it, clients can browse and choose who to work with based on their rates, years of experience, and strength of the portfolio.

The best part for me was that there was no commitment to start working until I felt that I am ready to pick up a new project and yet at the same time, being part of TopTal with an approved account did give me more credibility within the industry as I was still able to link to my public profile when needed.

Working at TopTal, as a freelancer, I am able to decide my hourly rate, how much I'd like to work, and at what times. The important thing for me was after committing to a project to stay focused and deliver as promised.

My first gig

In reality, I didn't start working through the platform until the COVID-19 pandemic started. With many businesses changing their times and strategy, some of my time was freed up. I had nothing else to fill my time with therefore a part-time gig sounded like a good idea to pass time and yet be productive.

I set myself as available for work on the TopTal platform and within few days, client managers started emailing me about potential interviews with clients and future gigs.

Yes, that's right! Even if you are part of the network, you get to do an interview with potential clients for both parties to see if there is a match of vision, design style, ideas, etc. As a freelancer, you can decide that a client was not a match for you or a client can decide that they would prefer a different freelancer, but in the end, throughout the whole process, everyone is very friendly and very professional. Even if you don't end up landing your first gig, there is another potential one that awaits in the platform.

Failing an interview is not the end

I landed my first project with TopTal on my third client interview. The first two were just not the right match. I had only part-time availability at the time and the length of the projects felt too long.

I've been working with that same client for almost a year on the same project to what initially was supposed to be a 3-6 month commitment and I have to say - I do enjoy it a lot.

TopTal handles all the legalities, all the paperwork, all the payments, and management. As a freelancer, I was able to only focus on design and building great digital experiences. I could easily say that

Working at TopTal has allowed me to take control over my work-life balance. It gave me the power of full flexibility and freedom.

Professionalism and really great people while working at TopTal

The people I've been working with from the network have always been very nice and very professional. I worked on a few projects with TopTal developers and everything has been fantastic. I didn't have to explain everything in detail, the developers were understanding everything at our first meeting. They took great ownership over their work as any senior person would do.

Is there a key to being successful?

I generally believe that if you are approved to work at TopTal, then you are already successful but at the same time, it is important to remember that it is still a marketplace. You still need to able to sell your services to TopTal clients and convince them why they should hire YOU at that rate and not hire someone else. Doing a few not-so-successful client interviews does actually help. You learn what clients are looking for and how they expect you to sell yourself.


ab testing of an ecommerce card

With or without price display on a travel product eCommerce card would perform better?

ab test of ecommerce product card with or without product price

About this AB test

In this ab test, the element in question is a product card, displayed on the search results page while people are looking to purchase a travel product. There is a hypothesis that, if people are not seeing the price on this search card, they would be more likely to browse through more trips that might be of interest to them. After that they choose a product, they would be able to see the price inside the individual trip product page.

Environment

  • US Market
  • 18-35 year-olds
  • 80k people participated
  • 123k recorded sessions
  • 525k pages have been read
  • 2 months of data

The objective of the AB test

To analyze which version would lead more people to make a purchase in the US youth travel market.

We also wanted to see the user's exit rate from the search results page and how many of them would proceed further in the conversion funnel. Firstly by seeing a trip card on the search results. Secondly selecting a trip and learn more about it.

Which version do you think won the test?
9 votes
×

RELATED: Hard or soft CTA would drive higher progression into a booking funnel?

Analyzing the results of the test

The winning version in this test is Version B. Even though both versions perform almost equally, the version without a price seems to lead to 0.28% more bookings made and 3.46% more leads submitted via the Request More Info link. Also, the version without a price reduces the user's exit rate from the search results page by 4% while increasing the people that proceed from the Search page to a Product page by 0.9%.

Highlights of the Winner

Bookings Made+0.28%
More Info Form Submissions+3.46%
Exit Rate from the Search Results-4%
Users proceeding in the conversion funnel+0.9%


Overall, these numbers make sense as if a user doesn’t see the price they are more likely to move through more pages looking for it or submitting a Request More Info form to enquire about pricing while the exit rate improves.

See the winning version implemented on contiki.com

What is AB testing?

An AB test is essentially an experiment where two or more variants of a page or an element are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal.


Travel Youth Market

Travel youth market buying process

Ever wondered what goes in the heads of Millenials and Gen-Z wanting to buy online an adventure and explore the world? Well, let me share the secrets as a User Experience (UX) Designer and part of the travel youth market.

Travelling has become an essential part of every young person’s life and we just can’t live without it. As a UX Designer, I spent the last years analyzing the behavior of other travelers in their 20s and observing the steps they go through before buying an adventure online. I’ve been understanding their motivators for choosing a travel product, their emotional state before making a booking, and what makes them ready to make a booking.

Understanding who we are

We are seen as smartphones and social media-obsessed, where nothing from our outside world matters, but the reality is that we would use the power of the digital tools to grow, innovate, explore, connect, share and stand up for the issues we care about.

As digital natives, we have grown up with cultural influencers that have planted the seed of our global mindset. This makes us ready to explore content from countries near and far, encourage cultures different from our own, ready to venture out in the world, and make our travel matter.

All with the purpose to build long-lasting memories, overcoming our fear of missing out and find that human connection we’ve been craving for.

There is a great read that dives deeper into the subject showcasing the Travel Youth Market Trends of 2019

The buying process outline

Through working on digital eCommerce travel platforms, conducting focus group researches, and moderated studies I’ve defined five stages that a person would go through when placing a booking online.

Travel Youth Market Buying Process

RELATED: 6 Usability testing platforms rated best to worse

Planning phase

The emotional state is Wanderlust.

The customer’s shopping experience begins even before they have seen our digital platform or have realized that we offer a product that they would like to buy.

When it comes to traveling, in our every-day lives we daydream of the next adventurous destination. We don’t know what it is, but we know that we are ready for it.

Targeting people interested in travel with specific brand awareness messages is crucial. Regardless if it’s online or offline, what’s important is to grab people’s attention, plant the seed of a travel product that could resonate in their subconscious the next time they are ready to do research where and what to buy.

Research phase

The emotional state is Globetrotter

When you have guests at your doorstep, you don’t keep them at the door. You invite them to your house, offer them food and a drink.

This is the exact approach of how a digital platform should treat their customers — invite them in, don’t keep them waiting!

Most of the research phases start with a simple Google search. Some people know a specific travel brand they are looking for but most people don’t.

An example search of Millenials and Gen-Z looks like straight out of a bucket-list:

“I want to see the Eiffel Tower” or “How to get to Chichen-Itza?”

Having your platform’s SEO ready to engage with what the customers would be looking for is your invitation to the people. Once they come in, visually focused content should fast and easily present what’s the product like.

You can not expect from this stage to drive customers straight away to check out. It is very unlikely for someone to purchase in this phase. My research has shown that on average people return 5 to 8 times to the website before they are ready to proceed with making a booking.

Allow people to explore, look around, and understand what is it all about. The key here is to leave a memorable impression! A combination of easy-to-understand content, flawless user experience, and breathtaking imagery from real people who experienced the product in the past.

Specific search

The emotional state is Exploration

Once caught the people’s attention, the explorer nature inside your customers would drive them to look for a travel experience within their available time and budget.

Needless to say how important is the search experience of a digital eCommerce platform at this stage. Use that to dive deeper into the customers’ preferences — get to know them, learn what they are looking for, what do they desire most based on different search filters, keywords, etc, and create ways to present what’s relevant for their needs.

Allowing people to easily analyze the product would instantly drive them to the next stage of the buying process.

Product evaluation phase

The emotional state is Excitement

When buying something online, how many of us always have several tabs open on our browsers, trying to compare which product brings us the best value for money?

It’s no different from what Millenials and Gen-Z experience when are planning to purchase travel online.

Even more, for us, this purchase is probably the most important than any other we have ever done online. We’ve worked hard for our savings and we want to make sure we would spend it in the best possible way.

So help them do so!

It is unavoidable that at this stage the people would look into your competitor’s product, and try to calculate what is the best way to get the experience they are looking for, for the best price.

Convince people that your product is the one that is worth spending their money on. Help them understand the value of the product by making it relatable to what they are looking for — a product that would make their travel matter.

Build trust between the brand and the customer. Show that you are different from the competitors and display what are the benefits for people to choose you and not someone else. Using real people’s stories and testimonials of how their trip went could be the tipping point for many to choose YOU.

Purchase phase

The emotional state is Excitement x 10

There is nothing more exciting than finishing the booking for your travel plans and share it with everyone you know. Before people can do that, they would face the challenge of a booking experience.

Why is it a challenge? Rarely a booking experience is perfect — especially in travel, where people need to provide so many details when making a booking.

Millennials and Gen-Z would love to skip the boring stuff in life and get to the fun part as fast as possible.

In a booking process, the fun is to see your itinerary and make the final payment for it. In this emotional state, overwhelming people with making too many decisions while they are trying to get to the “end” could make them feel impatient and stressed which instantly would make them leave.

So keep the experience as simple as possible, and show that as a brand you are beside them in every step of the booking process — as would a real person do if they had to book the trip for them.


design system for ui designers

Design system in Sketch that is effective for UI designers

Hey designer, have you ever had the case of creating a million versions of the same screen just with very small differences in between? Or have someone asked you to create different prototypes for different stakeholders on the same project with very small differences? Have you ever wished to have a design system that would help you make quick and easy updates?

Of course, you have! So have I.

The struggle without a design system

I recently worked on a project where I had to create 3 different prototypes for different people within the businesses. Most of the design elements were the same with very small differences.

They had at least 5-6 versions of a homepage screen where the rest of the pages were with identical UI design.

On a bright, fun Monday, I received feedback on one of those identical elements. I was asked to replace a logo graphic with a different one. The reality I was facing was that I had to update about 50 screens with such a small change. #DesignersFun!

This made me think. I can either sit there and brainlessly update 50 screens one by one, spend a whole day and then someone will ask me to do the same tomorrow or to come up with a way to automate this process.

Тhe choice here is obvious. I had to create an automated design system that can support an unlimited number of changes that I can apply across screens in seconds.

The set-up I used

I design in Sketch, but apart from that I had help with some plugins that helped me to achieve this:

Divide the design into sections

After you have created the design of your page for desktop or mobile think about how you can divide it into sections. As an example, I will use half of a design I did for a home page.

contiki homepage ui design

The sections I have defined are:

  • Top Nav Bar
  • Header with Search
  • Intro Statement
  • How it works
  • And Instagram Images

contiki homepage design system

Turn the sections into Symbols

The next thing I did is to turn the section into symbols. It is important to make sure that all the symbols have the same width (the size of your artboard) and also include all the paddings.

The easiest way to do this if the section doesn't go edge to edge is to draw a rectangle around the section and create the symbol with it. When you create your symbol, you can delete the unwanted rectangle.

design system section paddings

- I've included half of the top and bottom margin I wanted to have in between sections. This is because once you put the sections one above the other, the padding space gets added

- You include the section's background color - either as an artboard background or just a rectangle with the background color

- I have used the AutoLayout plugin to make the correct alignments to center and lock some of the elements to stay in a fixed position on the artboard.

Create a Symbols Library File

The next step is to copy your symbols into a new sketch file that you would name something like My Project - Library.

Once you migrate your symbols to the new document, you can include it in Sketch as a Library from

Sketch > Preferences > Libraries

Now the last part that is left to do is to link the symbols in your design file to the library. It's simple - just change the symbols source from the left-hand side.

design system linked library

 

Organize your design system with structured symbols naming

When you create your symbols for your design and move them to the library file, it's good practice to name them with some sort of a structure.

For example, the structure I have used to name the symbols starts with the format I am designing for. Then its divided into Sections and Elements.

Under sections, I have put the complete design sections in the size and format as I would use them to build my pages. Under elements I have put all symbol elements (e.g. icons, and other elements) I have used to build the sections.

After that, I have categorized my symbols by section name. Then under the section name, I have added the different variations of a section.

design system symbols name structure

To help you name your symbols you can use the RenameIt plugin for Sketch that I have mentioned above.

 

The finished design system

Once you have organized your symbols with correct name structure and you have used them in your designs, you can import any other symbol or variation of a symbol directly from your library. It should look like this:

design system for ui designers in sketch

Note that sometimes when you update a symbol with a different version the height of the new symbol might be different. To update it easily you can use the Automate plugin that has an option to reset the Symbol to its original height.

Updating designs become easy

After all the hard work is done, updating the designs is now easy. Just open up the section you are editing in your library document, make the changes and save it.

Once you come back to your design file you would see an option from Sketch that will ask you to update your library. The changes will be applied on every single screen and artboard across the file.

design system sketch library updates request


usability testing platforms vector graphic

6 Usability testing platforms rated best to worse

As a UX Designer, once you begin work on a certain project you always end up needing to perform usability testings on wireframes, prototypes, concepts, ideas or existing products. Doing so will uncover many interesting unknown facts about the product or validate already existing ones. In many cases, businesses do recognize that there is a need for usability testing in the product design workflow but almost every time they do not want to spend money on it.

The usability testing challenge

I was recently asked to find a remote usability testing platform that would fit the business needs and budget. But, what budget? There was no budget for testing planned at all. Because of that, the first step was to actually request some amount of money approved that I can use to spend on research tools and software.

After securing that, I started doing research on what platforms are out there, what features they offer, and how much they cost. I've put together a list that you might find useful and save you time in doing such research.

The information I have gathered below is relevant as of March 16, 2018

 

1. UserTesting.com

Subscription Cost: From $15,000 / year. Some of their other plans can go up to $25,000 per year.

Cost per participants: FREE. No additional cost is required to pay to add participants to your study. If you are unhappy with a participant it can be swapped free of charge.

Number of Studies: 12 / year. Unfortunately, this is quite a downside to have only 12 studies per year per organization

Account access: 3 people. You can have 3 people from the same organization running studies at the same time and having their own accounts

user testing usability testing platform

As part of your subscription, you also get participant screener questions. You can choose the device you would like to test on - desktop or mobile. Also available to filter by are options like age range, country, income, web expertise, and more

Personally, I believe this usability testing platform is great and they have over 1m testers across the world. Mainly in the United States but their panel size is quite decent in Australia, the United Kingdom, Canada & India. Although they are quite expensive, whenever you launch a test with them, the results come in within an hour which is quite handy if you are expected to deliver quick results. If you are unhappy with a video or a tester for some reason they would change it for you free of charge.

The experience while watching and analyzing a video is quite good too and offers features like adding notes, making little clips, and creating a highlight reel with the most important comments from all the videos in your study. That doesn't happen yet automatically yet but we can't have it all, can we!

If the business/project you are working on can afford this software, I would definitely recommend it! I was lucky to use it while I was working on a project to improve a design and the user experience for last minute deals listing on a travel agency website.

 

2. Validately.com

Subscription Cost: From $2,388 / year. Although this is the lowest plan it offers quite some features, it's also worth checking what their other plans are.[/toggle]

Cost per participants: $15 for unmoderated / $150 for moderated. Although you pay here for your participants separately, they offer you two types. Unmoderated is for remote usability testing where people think out loud and follow a script. Moderated is when you invite people on 1:1 video calls.

Number of Studies: 36 / year. If you run out of studies, you can top up your allowance for extra $588 and you will get 36 more studies until the end of your billing cycle.

Account access: 3 people. You can have 3 people from the same organization running studies at the same time.

validately usability testing platform

As part of your subscription, you also get up to 2 participant screener questions. You get to choose the device you would like to test on - desktop or mobile. Choose the demographics of your participants - age range, country or if they have kids or not. You also get a very sweet option to create insight reports where you can add short clips with highlights and comment on them that are fully shareable.

Probably the best usability testing platform that you can find and will match expectations vs. costs and turnaround time of results. When you set up a test, results come up quite fast, probably in about 2 hours or so although they say it might take up to 5 business days. Their UI for previewing and analyzing videos can be improved but it is not bad or difficult to use. They also have good customer support if you have any questions that you would like to ask. They offer testers in Canada, the US, Australia & NZ, the UK, and the Rest of the world combined.

3. WhatUsersDo (Discontinued)

Subscription Cost: From $10,500 / year. They also offer a pay per credits plan. You can purchase 10 credits at a time for about $700 and exchange 1 credit for 1 participant in a study.

Cost per participants: FREE with the subscription"]If you have the subscription you don't pay anything for the participants in your studies but if you use the pay per credit option you would have to pay 1 credit for 1 participant. You can buy 10 credits for about $700.

Number of Studies: Unlimited. This is great!

Account access: 1 person. Only 1 person can access the account and run studies but you can run multiple studies at the same time.

whatusersdo usability testing platform

As part of your subscription, you also get participant screener questions. Choose the device you would like to test on - desktop or mobile. Choose the demographics of your participants - age range, country and more.

Overall I think WhatUsersDo are great! Personally, for me, the downside is that they do not offer testers in Australia. If you are working on a product that has it's target customers based in Australia then this online software would not be suitable for your needs.

I think the best part of this usability testing platform is that when you sign up for an account, you can also sign up for their Slack Community and interact with other UX researchers. You can also talk directly to expert researchers from WhatUsersDo. I have personally used the community to discuss research approaches and methodologies. The community is very active and friendly and it's worth being a member of.

This platform was acquired by UserZoom Inc. so I am expecting more exciting features to come forward.

4. UserZoom.com

Subscription Cost: From $28,000 / year. These guys are not kidding! That is the lowest they offer and it allows you to do tests only on a desktop. If you want to do mobile testing as well be prepared to pay a sweet fee of $40,000 - $60,000 per year

Cost per participants: $30-$50. If you are using participants on a desktop would be around $30 but if you are using participants on mobile would be $50 per person.

Number of Studies: Unlimited. It better be for that annual subscription fee.

Account access: 1 person. Only 1 person can access the account and run studies but you can run multiple studies at the same time.

As part of your subscription, you also get participant screener questions. Choose the device you would like to test on - desktop or mobile. Choose the demographics of your participants - age range, country, and more. You can test with your own participants as well and run unlimited studies.

From what I have looked at, this usability testing platform seems to offer a great range of research tools all in one software which is great but if you are looking to make just usability testing I wouldn't recommend it. I never had the chance to try it but I have a feeling that for the price you are asked to pay it should be good! If your business can afford it then give it a try.

5. TryMyUI

Subscription Cost: From $3,588 / year. They also offer an enterprise subscription. If you are interested you can call them.

Cost per participants: 1 CR for desktop / 2 CR for mobile"]With your subscription you get 10 CR a month

Account access: 1 person. Only 1 person can access the account and run studies but you can run multiple studies at the same time.

trymyui usability testing platform

As part of your subscription, you also get participant screener questions. Choose the device you would like to test on - desktop or mobile. Choose the demographics of your participants - age range, country and more.

I tried to set up a study with these guys but the UI and the UX of their usability testing platform made me give it all up. It's quite slow and super difficult to use. I mean, setting up a study is hard on its own and you do not need the complication of a badly designed product to add more stress to that.

6. UserTest.io

Subscription Cost: None. Probably the first platform as of yet that doesn't require an annual subscription cost to use it.

Cost per participants: $21. Pretty good price! No catch!

Account access: 1 person. Only 1 person can access the account and run studies but you can run multiple studies at the same time.

usertestio usability testing platform dashboard

At the moment they do not offer anything but watching the videos. If you'd like to screen your participants you would have to contact their support to do it for you.

This platform was acquired by UserPeek.

Overall the usability testing platform has been working well but it has quite a slow turnaround time for videos. They have around 5k testers worldwide which reflects quite a lot on the timing of the tests. There is no option to screen your participants so for every test you set up you need to contact their customer support to do that for you, even though they are quite responsive sometimes your tests end up with people outside of your requested age range or screener requirements.

Read more about 10 Best Customer Experience Management Softwares of 2020


last minute deals page featured image

Redesign of a travel last minute deals and discounts page

Recently, I joined a business in the travel industry called Contiki. They offer guided tours and travel experience packages for travelers between 18-35 years old. As my first project as Senior UI/UX Designer at Contiki Marketing, I was assigned to redesign their existing last minute deals page. It is used to show trips that have discounted prices and are departing within the next month or so.

As every product evolves now and then it changes its overall design. Sometimes you can't transition all its features in one go, you have to do it step by step. The Last Minute Deals page's migration to the new design was one of these steps and it looked like this:

contiki old last minute deals page

The Story Behind it

This page is a very important part of the product for selling to people who love discounts or would like to travel somewhere within the next weeks, the business has decided that we need to create an improved version of it.

Normally, if a person is browsing through the website the user journey of booking a trip would look like:

In the case of the last minute deals and discounts page, the individual trip page is meant to be secondary. Normally that page will contain all trip details including pricing and departure dates but in this case, a user is taken to the booking straight from the desired departure date.

lmd page simplified user journey

Redesign Challenges

And here the first challenge of this redesign process arise:

What information should be shown about the product to motivate a customer to engage with the CTA and perform an action?

If you add all the information of a trip the card will become too overwhelming. It would have no greater value over the decision of the traveler compared to when the card would contain just the right information.

But how do you decide what is the right information?

  • The answer is simple - just ask your customers.

Well, it's not that simple as just doing whatever your users might want, it's more about combining the customer's feedback with what the business wants to promote and then a good balance is found - you'd end up having a final functional design that satisfies the need of both sides - the business and it's customers:

lmd ab test card variation

The other challenge in this redesign piece was the layout of the card.

What should be the information hierarchy and the layout of the deals card? What would create that subconscious motivation in a traveler that will make him desire to book a trip?

Since it's a page about trips and discounts the users have already a "preset" in their minds that they would expect to see trips at discounted prices. Because of that, I have put the savings value first, with an attention-grabbing design.

An interesting thing here was that through user testing I found out that if the savings amount is too large people start to confuse it with the price of the trip, therefore that label had to have very balanced design between attention-grabbing properties and significance.

Designing Variations

Before the final design of the card was chosen, I did spend some time in making different variations that I was testing with customers to get feedback. I also observed how they interact with the information presented on the card. For my tests, I used the remote usability testing platform UserTesting which is one of the 6 usability testing platforms I use.

 

Variation A

lmd card variation a test

This version focuses on a large promotional image while combining the already existing sliding cards from the left to the right where they show information of the itinerary on a map view, as well as the locations, visited. But after testing and consideration, this version was ruled out as it was creating too much noise on the listing page where you need to discover things fast.

The user testing results on this card showed that:

Only 40% of the users saw the savings label and understood that this is a deal
Only 20% of the users felt confident to book a trip. For the rest was unclear what's included in their trip
Only 20% of the users used the map
Now 20% of the users are confused that the highlighted "SAVE" price is the price of the trip

Variation B

lmd ab test card variation

This variation was featuring the trip image on the left which is conflicting with the visibility of the savings label. Based on the research performed with the previous card layout, I have made a decision to put the map as a secondary option therefor it was added in a tab format with the ability to switch between the ITINERARY and the MAP.

Now 60% of the users saw the savings label and understood that this is a deal
Only 40% of the users felt confident to book a trip as they understand where the trip will take them. For the rest was unclear what's included in their trip.
Only 20% of the users used the map
Now 20% of the users are confused that the highlighted "SAVE" price is the price of the trip

Variation C

lmd variation c card test

This was the final design that was chosen for the layout of the card. The map and itinerary tabs were removed because that would clear the noise in the design.

Now 80% of the users saw the savings label and understood that this is a deal
Now 80% of the users felt confident to book a trip as they understand where the trip will take them and what's included in their trip. The rest felt uncomfortable clicking on a "BOOK NOW" button out of fear that the website will take their money before they can review their booking.
Now 80% of the users understand what is the trip's itinerary

The final design of the redesign

Through iteration and feedback, I managed to finalize the design for the page

last minute deals page redesign image

I wonder in an A/B test which variation will perform better? Such was not performed in the design phase but I would be curious to find out with real numbers.