House of Travel has been helping Kiwis see the world for almost 30 years and is one of New Zealand’s most successful providers of travel experiences. House of Travel is also a leader in travel technology, offering an award winning website allowing users to compare and book airline flights and holidays in an instant and now offers the HOT travel app which gives you access to all your travel requirements, wherever and whenever you need.
With the primary objectives of improving user experience, identifying and eliminating friction points and increasing revenue, House of Travel partnered with FIRST to initiate a program of work, looking:
- to encourage more site visitors to book with House of Travel over competing brands and;
- to minimise any unnecessary drop off points
House of Travel benefits from cumulative impact of customer led A/B testing program
FIRST conducted a series of quantitative and qualitative research to understand how actual users interact with the website and to uncover opportunities for potential improvement and A/B testing candidates. The extensive research included User testing, Crazy Egg (heat mapping and form analytics), Qualaroo (customer surveys), surveying the House of Travel call centre and more.
FIRST launched the testing program and created and ran tests through Optimizely (A/B testing technology). The repetitive cycle of ‘review results’ and ‘implement actionable insights’ > ‘refine tests’ > ‘conducting further tests’ is well underway and early results have been promising.
Learn more about the customer led A/B testing program that contributed to the achievement of the results by downloading the full case study here.