This project started on the hypothesis that if we sent an email to a Guest when they made an enquiry as a form of confirmation that we could improve conversion for people following through on bookings. The email contained content that we'd previously put on the property page once the enquiry was sent.
The idea was that people would feel more confident in the enquiry made, more committed and more likely to read the content and potentially make multiple enquiries.
To test the hypothesis we composed the email by incorprating components of pre-existing email templates we were already using elsewhere so the development turnaround time would be kept to a minimum.
The email redesign
The results were really positive and users who received the email converted 7% better than users who didn't get an email.
The average number of enquiries sent by users who got an email also increased by 24%.
This was rolled out across the site with added trust messaging with a proposed responsive revision worked up based on more recent marketing emails which I then designed.
Selected Works
Scaling Newsflare's Video PipelineResearch, Experimentation, Process Mapping, Information Architecture, UI Design
Brand refresh rollout at NewsflareProject Management, Design Systems
Leading growth hacking at NewsflareInterviews, Experimentation, Marketing
Scaling video processing at NewsflareProject Management, Research, Process Mapping
Breaking news content distributionResearch, Journey Mapping, Process Optimisation
Assessing Newsflare's AppResearch, Interviews, Product Assessment, Screen Flows
Redesigning Sainsbury's click and collectResearch, Onsite, Journey Mapping, Process Optimisation
Redesigning kiosk collectionsResearch, Onsite, Journey Mapping, Process Optimisation
Improving Argos collection ratesScreen Flows, Process Optimisation
Feedback mechanisms in AppsScreen flows, User Engagement
App navigation at ArgosResearch, Screen Flows
HouseTrip property listing redesignResearch, Information Architecture, Interface Design
Improving search conversion at HouseTripInformation Architecture, Interface Design
HouseTrip checkout reskinInterface Design
HouseTrip Tripmaker conceptConcept Exploration, Interface Design
Contact
Email
keith.stewart.mason at gmail dot com
LinkedIn
@iamkeithmason