User Experience Case Study: Reducing errors that led to user drop-off on Trip.ir
Introduction
This case study explores a challenge encountered during Conversion Rate Optimization (CRO) activities undertaken by the Product Team at Trip.ir, a leading online platform in Iran for booking flights and hotels. We identified a significant bounce rate occurring between the flight search submission and the page where users choose their desired ticket (Post-Listing Page - PLP).
Problem Statement
Analysis revealed a high bounce rate within the flight booking funnel, specifically between the flight search submission and the PLP. This indicated users were abandoning the process after submitting their initial search but before selecting a ticket.
Diagnosis
To pinpoint the issue, we implemented more granular event tracking within the booking funnel. This detailed approach exposed a bug within the application's behavior on the PLP.
Identifying the Culprit
The problem manifested when users conducted a new flight search without manually re-entering the search criteria (origin, destination, date). They would encounter an error (an unhandled exception) on the PLP.
Further investigation, in collaboration with the software engineers, involved:
Drilling down on system errors: We analyzed system errors and cross-referenced them with user events.
Time-based correlation: We observed a specific error occurring more frequently during a particular time window.
Unveiling the Cause
The culprit was the application's caching mechanism. It retained the user's previous search criteria, including the date, even after submitting a new search. Consequently, the application searched using the outdated (cached) data, often a date that had already passed. Since no flights existed for that date, the user encountered an error message.
This caching behavior led to user frustration and ultimately contributed to the high bounce rate.
Solution
We proposed two solutions to address the caching issue:
1- Automatic Date Update: Change the departure date to the current date if the one saved in the cache had passed. This would maintain a seamless user experience without requiring manual intervention.
2- Manual Date Selection: Modify the user experience to prompt users to select a new date before initiating a fresh search.
Choosing the Optimal Solution
We benchmarked both options against Iranian and international competitors and consulted with key stakeholders within Trip.ir. Ultimately, Option 1 (automatic date update) was chosen for its user-friendly approach.
Results
Following implementation, the bounce rate saw a significant decrease, dropping to two-thirds of its previous level. This translates to a notable improvement in user experience and a positive impact on conversion rates.
Tools & Learnings
The primary tools used in this process were Google Analytics and Hotjar. These analytics tools provided valuable insights into user behavior. However, this experience also highlighted the potential of analyzing system error logs for even more effective diagnosis and optimization efforts in future endeavors.
This case study demonstrates the value of user-centric design in identifying and resolving issues that can hinder user experience and conversion rates. By employing a combination of user behavior analysis, collaboration with engineering teams, and data-driven decision making, Trip.ir successfully addressed a critical issue within its booking funnel.
