Thomas Cook - Abandoned Customer Return

Hypothesis - Thomas Cook was losing business from users who abandon their booking. If a user gets as far down the funnel as the passenger page, begins filling out their details then leaves, when they return to the site we will remind them of the holiday they were about to book by offering a shortcut to the accomodation page they were on. Alternatively, we can display a highlighted hotel on the search results page if they navigate that way instead.

Design Aspects

Thomas Cook case study. Abandoned booker stored previous hotel selection & highlighted for user.

Results

  • +0.3% uplift in progression to the accomodation page
  • -0.78% downlift in progression to the customise page (next funnel stage)
  • -1.51% downlift in progression to passenger page (next funnel stage)
  • Huge engagement in the abandoned booker slide in

Learnings

Users are interacting with the slide in but it is not translating into conversions. Downlift was marginal and not concerning. It could be that users are returning and the holiday they almost booked is no longer available due to the date passing or no availability. This was likely to be affecting the results.