Thomas Cook - Mobile & Tablet Search Redesign

Hypothesis - Making the search panel more touch friendly (including a 'lazy' list of the most popular destinations) for mobile and tablet users will allow more people to enter their search criteria efficiently and thus see more customers progress to the search results pages. Higher conversion would be a bonus, but historically conversion for holidays is known to be weak on mobile and tablet devices.

Mobile Design

Sponsored hotel listings on search result page.

Tablet Design

Sponsored hotel listings on search result page.

Mobile Results

  • +14.4% users engaged with the airport lazy list
  • +25.5% users engaged with the destination lazy list
  • Overall conversion saw a minor -0.74% downlift
  • +0.34% uplift in progression to the accommodation page
  • +0.33% increase in engagement with the search button

Tablet Results

  • +24% users engaged with the airport lazy list
  • +30.5% users engaged with the destination lazy list
  • Overall conversion saw a small -0.79% downlift
  • +5.63% uplift in progression to the accommodation page
  • +6.3% increase in engagement with the search button

Learnings

Users found the modified search panel to be easier to interact with and as such, progression and engagement was improved across both targeted devices. Conversion is down slightly, but it is known that conversion on mobile and tablet devices is already low, especially when making large purchases such as a holiday. These designs and the lazy lists were implemented across devices shortly after the successful test. Lazy lists were also implemented into the desktop code base.