Teasing a New Booking Flow
- Mads Schoop
That’s right, we are gearing up to give our booking flow a complete overhaul, aiming for a more streamlined flow to make booking a meeting easier, more intuitive, faster than before and ultimately sending more customers down to our stores.
The data foundation behind why we are working on a new booking flow.
Overall, we did a complete deep-dive in both qualitative and quantitative user insights to make sure we had the foundation to make the best decisions to create a new booking flow.. Here are some of the insights.
Across all markets, the difference between users starting a booking and completing it is very high. The completion rate is 11%, meaning that only a bit more than 1 of out 10 users starting a booking also completes it as well. This is an indication of our booking flow being too lengthy and too complex for the user.
The step of choosing a date and time for the meeting had a high drop-off rate of ~35%, indicating the need to ensure availability.
The step of choosing an employee had a drop-off rate of ~30%. A test skipping this step resulted in a +28.1% increase in bookings, suggesting this step can be removed. In translation, this equated to 5 extra sold kitchens per store in a year.
Despite a ‘mobile first’ development philosophy, desktop experience is vital, with 37% of all users starting a booking on mobile and 42% of bookings starting on desktop. We must prioritise the experience on both devices equally.
The booking flow was assessed as complex and lengthy, with 8 steps and multiple entrance points leading users to for instance the middle of the booking process – without knowing what has been preselected for them.
Test-and-learn approach to our new booking flow
Before we take the leap, we will be conducting an A/B split test where we are sending 50% of the traffic to our current booking flow and 50% of users to the new booking flow.
The metric of the test is to see what booking flow is the best converting flow and thus will bring the most customers to our stores.
We are currently developing the new booking flow and once we have ensured that it’s been internally tested thoroughly, we will begin our A/B split test across all markets.
Check out the mobile version of the new booking flow here:
Should you have any questions, you can always reach us on: marketing-helpdesk@kvik.com
// Your Digital Marketing team