Design Sprint for Conversion Rate Optimization

Tourlane connects users with trained travel experts through an online platform, offering personalized and unique tailor-made trips. Alongside the Brand Design, a recurring main theme was the optimization of Conversion Rate 1 (CR1).

At Tourlane, CR1 is one of the most important factors in improving return on investment (ROI). It measures how users in the top funnel convert by submitting their contact details in order to receive expert consultation for planning their dream trip. Despite numerous small changes and A/B tests with no significant impact, it was decided at the end of 2019 to completely rethink the entire conversion flow to improve CR1. And this had to happen under a very tight timeline. What better way to achieve this than by running a Google Design Sprint?

And Off We Go…

Wait a second! Before we could begin the design phase, a week of preparation and foundational research was required. During this time, we conducted extensive usability tests of the existing flows with potential customers in Germany and the United States. We also gathered qualitative analytics data and carried out competitor usability tests. Armed with all this data, we kicked off our sprint.

The Google Design Sprint we facilitated is a structured process aimed at generating, validating, and turning innovative ideas into tangible prototypes. In just one week, together with Tourlane’s product managers, designers, and content writers, we created an initial validated prototype in an intensive workshop. After two weeks of refinements, including further user interviews, the implementation phase began, and only a few weeks later the new flow was ready for A/B testing.

As Life Would Have It

Just in time for technical completion, the travel industry was hit by COVID-19. Unfortunately, with visitor numbers collapsing as a result, the success of the project could no longer be measured through A/B testing after implementation.