Breakdown of the Pain Points
- Cart Abandonment: Users often left the site or abandoned their carts when faced with a long list of traveler information to fill out.
- Essential Information Collection: Removing the step was not an option, as collecting traveler information was vital for merchants to process orders.
Research
- Our heuristic evaluation revealed that many travelers abandoned the purchase flow upon reaching the traveler information page due to its intimidating length and the amount of information requested. Simply moving the traveler information page post-payment didn't solve the issue, as travelers sometimes left it empty, requiring the admin team to manually request the information later.
- User interviews indicated the need to make the form more user-friendly. Additionally, travelers who bought multiple products were reluctant to repeatedly fill in the same traveler's information, leading to incomplete forms.
Our Solutions
Post-Payment Information Collection: We moved the traveler information page to post-payment, creating a liability for users to fill it out.
Saved Information Feature: We introduced a feature allowing users to save their guests' information and import it for future purchases.
Mandatory Fields Only: To prevent the form from being too long and intimidating, we allowed merchants to request only mandatory fields, making the form shorter and more precise.
You can view the revised user flow here:
Feedback
Changing the process to require traveler information post-payment made it easier to obtain the information needed for purchases. Usability tests showed that the ability to import past traveler details significantly reduced the time required to complete this step, improving overall user satisfaction and reducing form abandonment.