How Do I
Get To You?
Through analyzing survey results we learned that people who visited the websites of a hospitality company were commonly interested in, and had questions about, directions, onsite parking or shuttle service.
Optimization Goal
Improve Accessibility and Transportation Information for Guests
Key Points:
Analyze and address guest concerns regarding parking and transportation based on survey feedback.
Ensure clear, easy-to-find details on:
Self-parking availability for guests with upcoming reservations.
Proximity and access to public transportation options.
Availability and schedule of shuttle services to and from the hotel.
Enhance visibility and accessibility of this information across all hotel website landing pages.
Leveraging these key points to analyze hundreds of responses from a survey inquiring about "find-ability", ease-of-use, price, and brand perception, we found a significant number of participants express interest in parking accommodations or directions to the hotels. Some indicated they had upcoming reservations and wanted to know in advance if there was self-parking. Many wanted to know if there was public transportation close to the property. While still, others who couldn't find information on shuttle service to and from the hotel.
From competitive analysis, we knew that on comparable landing pages, there was a map component with address and contact information at the top of the hotel detail landing page. However, on the client's hotel landing pages, the Google maps component — combined with the property address and contact information — was close to the bottom of the page, forcing website visitors to scroll in order to find anything about the hotels location.
Optimization Plan
With stakeholder buy-in, and armed with research findings, we set out to A/B test whether or not moving the Google Maps component higher on the page would ease users' frustration by making it easier to find where the hotel is.
The landing page interface had limited real estate with competing content. At the top are mastheads, typically reserved for showcasing the property or an occasional limited time offer.
Through careful consideration, we aligned on the test challenger. Positioning the Google Maps component and hotel detail/contact information adjacent to the masthead — which took up roughly 25% of the combined width — supports our hypothesis that doing so would ease users frustration regarding hotel accessibility and as a result decrease bounce rates, increase booking intent conversions.
The test concluded after ~6 weeks.
Key Takeaways:
The test hypothesis was validated, confirming our assumptions.
The winning variation outperformed the control in key metrics (e.g., engagement, conversions).
Based on its success, the variation was rolled out to all users.
This result reinforces the effectiveness of our testing strategy and optimization process.
