What we did:
- Tracked and reviewed data on contact form errors.
- Designed a wireframe of a multi-step contact form.
- A/B tested the multi-step form against the original.
Creating the solution:
Inspiring Travel is all about ensuring customers have a truly bespoke holiday and personalised service. But, in contrast to the rest of the website – which is filled with beautiful imagery – the contact form was plain and static, simply asking users for their name, email, phone, and preferred destination.
We sought to design a more engaging, multi-step form which asks customers to provide more detail and insight into what would make their holiday perfect. We believed this would improve engagement with the form from a user perspective, as well as showcasing to users that Inspiring Travel takes a bespoke approach to every customer enquiry.
The new form contains three steps, each asking users for more information on their travel plans:
- Preferred travel dates
- Preferred length of stay
- Chosen destination
- Idea of budget
- Passenger (adults, children, rooms needed)
- Open text box to share more information on what would make their holiday luxurious
The new form was then A/B tested, which was live for 30 days – 50% of traffic to the contact form saw the redesigned version.
Overall, there was an increase in enquiries (+8%) and this was even stronger on mobile (+13%). The new form also eliminated leakage, reducing bounce rate by 6% and exit rate by 7%.
As well as driving quantity of leads, the sales team had glowing feedback on the quality of leads provided by the new form. Having more information from prospective customers has helped them in following up on enquiries and tailoring their follow up. It has also helped reduce the time spent chasing leads that are less serious.
The new form is now ready to launch – with further enhancements – ready for Inspiring Travel’s peak booking period!