Uncovering conversion opportunities for The Natural Adventure

Setting off on the right foot with real, reliable user feedback

Activity period: 2023

Challenge

2022/23 saw a resurgence in holidaymakers looking for their dream getaway and The Natural Adventure, organiser of walking and cycling holidays, wanted to capture this demand. Prospective customers want convenience and a good experience from the get-go, especially when booking holidays. So, we defined a user testing plan to gather feedback from target users to identify points of friction along main conversion path.

180

minutes spent with users

43

recommendations made for improvement

Our approach

We wanted relevant feedback from real people who could be actual customers, so we recruited six users who had previously booked active or adventure holidays. The user profiles included a mixture of ages, genders, locations, devices and browsers, to ensure a variety of experiences were represented. Each testing session was recorded remotely through the users’ browsers and included a series of tasks to stress-test the main user journey.

Results

Our analysis of the sessions uncovered a total of 43 recommendations, many of which were mission-critical website changes. We discovered usability and persuasion pain points regarding users’ initial impressions, navigation, booking, and getting help. All of these were given a traffic-light ranking by severity and categorised into an actionable roadmap of fixes and tests, enabling The Natural Adventure to see at-a-glance what to prioritise and why.

2

new insight tools now set up: VWO and Microsoft Clarity

Testimonials

“

We are so pleased with the outcome of the usability study and it gave us a clear direction on what to improve on the website. We’re planning to implement all the recommendations and are excited to start A/B testing some of the bigger changes. Joe is fantastic and the study was done quicker than expected. I’d highly recommend!

NERINGA RACKAUSKAITE – MARKETING DIRECTOR – THE NATURAL ADVENTURE

”