Hundredrooms is a vacation rental search aggregator that makes holiday planning easier for consumers. The site enables users to compare properties and prices from various platforms in a single search so they can make sure they book at the best possible price. With user behaviour evolving as mobile devices continue to develop, Hundredrooms wanted to adapt the site to make it easier for users to search, compare and book on partners’ sites.
About Hundredrooms
Vacation rental search aggregator founded in 2014
Headquarters in Palma de Mallorca, Spain
www.hundredrooms.com
Goals
Increase conversion rate of first step of mobile funnel (onsite searches)
Maximise conversion rate on product pages (sales)
Approach
Assessed mobile user experience
Identified site improvements
Ran A/B tests
Results
Increased site search usage by 30%
Increased conversion rate from results page by 52%
Increased conversion rate from product page by 10%
Improved overall conversion rate (visits-to-sales) by 78%
Hundredrooms worked with Google to assess their existing mobile user experience and to identify improvements that they could make to optimise the conversion path and make performance gains. Specifically, they aimed to improve the conversion rate of the first step of the mobile funnel (onsite searches) and maximise the conversion rate on product pages (sales). After developing hypotheses and creating designs, they ran A/B tests to measure the impact of the changes.
“We are focused primarily on the conversion rate, and we are using all of the funnel's data for an intelligent, automatic, scalable and measurable optimisation strategy,”
– Pol Fisas Marie, Chief Product Officer
Increasing searches
Hundredrooms wanted to increase the number of people who make a search from a landing page. They hypothesised that making the value proposition prominent and focusing on the search bar would make more people search, increasing the visit-to-search KPI.
The result of the A/B test was a 30% conversion increase from visits to search.
Improving comparison
The key value proposition of Hundredrooms is it allows users to compare properties and prices from various platforms and helps them to find the best possible price. Hundredrooms wanted to make it easier for users to do the comparison once they had made a search. They hypothesised that adapting the size of the product card to show multiple cards on one screen and adjusting the hierarchy of information towards what’s relevant to the user would make it easier to compare and convert.
The result of the A/B test showed a 52% increase in conversions to sales.
Dedicated product page
Hundredrooms were using an overlay to display product details when a user clicked for more information. They hypothesised that by adding dedicated product pages they would further improve the comparison and increase the conversion rate to sales.
The result of this A/B test was a 10% increase in conversion rate to sales.
Results
By testing and then implementing changes to the site search, results page and product pages, the new version of the site increased the overall mobile conversion rate (sales) by 78%. Moving forward, the results are informing the company’s marketing strategy. “We are focused primarily on the conversion rate, and we are using all of the funnel's data for an intelligent, automatic, scalable and measurable optimisation strategy,” says Pol Fisas Marie, Chief Product Officer.
