Doubling conversion by offering

alternative products at checkout

UI/UX  Design • Prototyping • User testing

The Rome Tourist Card is a product sold by Tiqets that contains a group of tickets to visit the main attractions of Rome.

One of the issues with the card is that if any of the included products sells out, the entire card becomes unavailable. This often poses a problem, especially with popular venues like the Colosseum. In practice, this means that customers are only be able to book the Rome Tourist Card at least 20 days in advance, causing frustration to a large group of last-minute bookers on the platform.

• Maximise the availability of the Rome Tourist card
• Increase conversion rate by 10% due to an increase in availability and ease of selecting an alternative product
• Increase total net margin from the Rome Tourist Card

Increase the availability of the Rome Tourist Card by offering customers alternative ways to visit an attraction for a small increase in price.

• +138% increase in conversion rate
• +63% increase in gross margin per user

• New sales record for the Rome Tourist Card in the first month of implementation

UI/UX Design, Prototyping & User testing

Research

As one of the most popular products from Tiqets, the Rome Tourist Card offers a convenient way for travellers to book tickets to Rome's main attractions: the Colosseum, the Vatican Museums & St. Peter’s Basilica.

But because of how popular these venues are, this product also suffers from availability constraints. If any of the tickets included in the card are sold out, the whole card becomes unavailable as a result.

During the high-season months, we observed the card being available for an average of only 30% of the time in a 30-day window. This meant that travellers that tried to book this product were often experiencing frustration: they couldn't book the card for the date they needed it.

In an attempt of increasing the availability & CVR of this product, our team wanted to experiment with offering alternative products in case one of the tickets is sold out (e.g. in case a regular entry ticket is sold out, offer a Guided Tour for a fee). Would customers be interested in it?

Customer interviews revealed that yes - they would be interested in paying a bit more to see an attraction they really wanted to visit.

Exploration

I then started to explore how we could show product alternatives at checkout. After several rounds of internal critique sessions and iterations, I arrived at a solution that I wanted to test with users.

Prototype & testing

Together with our UX Researcher, we ran 5 sessions of prototype testing with a mix of Tiqets and non-Tiqets customers to uncover any usability issues with the current prototype.

Some of the learnings of the user testing were:

1. Users couldn't find the place where to get more information about the specific tickets

2. When a product is unavailable, some users felt like they were being pushed to pay more

3. Showing the next available date helped clear up confusion around why a product was unavailable

After iterating on those findings, we launched the designs as an A/B test. The results were even more positive than we hoped: 138% conversion rate increase and 63% increase in gross margin per user!

Final designs