This luxury retreat brand requested a redesigned website, booking engine and additional features based on analytics data to increase user engagement and sales.
Wilderness Reserve approached Ketchup Digital for a redesign and development of their existing brand website, booking engineand payment integration. The brand is based around luxury countryside escapes outside London, with price points from £2,000 - £20,000+. In the past two years, Wilderness has seen a decline in sales, bookings and add-on packages and looked to Ketchup for guidance, UX, UI and user flow improvements ensure bookings would increase.
Through studying the current site, we found that google analytics indicated a 68% user drop off when the finalprice point was generated. This, understandably, is due to the high final costing with users looking for an idea ofwhat the price point could be, sharing this information with other guests in order to proceed with the booking and simply forgetting to go back or finding another deal elsewhere. Within the new booking engine, I created a ‘share the cost’ button, in which users can enter other guests details and a payment link is generated to them displaying a shared cost and payment options
Reimagined user flow
The initial starting point for this project was based around creating a quick userflow to present to the client. This way of working was particularly useful as it gave myself and the client a way to iterate faster through ideas. The green indicates the ideal flow, while the blue flow shows the additional features (shared payment, confirmation).
Upon userflow sign off, detailed wireframes were created using Sketch and sent to the client for approval.
Hi-fi visuals were created and Invision was used to present an accurate prototype of the site. On the search results page I included an ‘edit search bar’ ensuring the user can reselect dates / guests. Each property also has an editable calendar, this would be utilised if a specific property the user is interested in was unavailable on their selected dates. Upon selecting a property, an ‘additional features’ step was added in to promote an up-sell of available packages before proceeding to payment.
Mobile / responsive versions of the site were designed and developed following the same process.
Existing analytics show a 68% drop off on final price point. As Wilderness Reserve is based around group bookings, a ‘share the cost’ function was added into the payment intergration. The main guest will add in the email address / phone number of prospective guests in their party, allowing a personal payment link to be generated. The users will then have 48 hours to complete
all transactions, if this allocated time is breached any funds will be rereleased to users whom have already paid and the booking will be cancelled.