Holiday Extras had a strong selling proposition for Legoland Holidays, but had difficulty converting browsers into visitors. While awareness of the brand was high, there was a 70% drop-out rate on the payment page. This was due in part to a lack of pricing transparency, as well as overall issues with the customer experience flow. The objective was to keep customers on the site to increase the likelihood of a conversion, while reducing the overall drop-out rate, all within a very tight budget envelope.

Prospect’s solution was to understand what people were actually looking for on the homepage. 80% of visitors were looking for information, but were presented with a booking form instead. The target audience (35 YO mothers who have kids in the “sweet spot” 3-8 YO age bracket) were getting put off by the lack of information, feeling they were just “being sold”. 

Prospect quickly conducted a best practice analysis of the information architecture and site structure, finding numerous opportunities for improvement.  There needed to be much more of a balance of information on the homepage, as well as clear signposting through the steps of the booking process. The design solution was to increase the amount of, and access to, engaging information. Hotel search was also simplified and a more involving experience was created that was more in line with the final quote for the holiday.

By clearly setting expectations and providing transparent instructions, the solution went far to improve customer retention and decrease drop-outs. Retention improved by 50%.  Drop-outs were reduced by 17%. Customers were much more positive in their reviews of the site and overall, the site delivered increased profitability.

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