PLUS-LOGIN
A project to improve login handling and PLUS-Price conversion rate in booking flow on the fluege.de website.
UX/UI Designer-My role Frontend Developer Backend Developer
QA Engineer
Product Owner
RESOURCES
Invia Flights
COMPANY
4 weeks
(Oct 2022)
DURATION
OVERVIEW
fluege.de provides customers with the best flight booking experience for their travel.
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What is fluege.de PLUS-Price?
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As a fluege.de PLUS member, the user saves an average of €50 each on up to 3 flight bookings per year for a low annual fee of €69.99. The minimum term is 12 months and is automatically extended by a further year if it is not cancelled one month before the end of the term. Check out PLUS Price Project to know more about PLUS membership.
Defining the problem
With the current setup, most of our customers choose the PLUS-price at the fluege.de offer page, go through the booking funnel and end up seeing the login layer at the very last step of the booking journey.
Offer page with the PLUS-price
Login layer at the first booking step
Currently, the PLUS-login dialog box is shown to 64% of all customers that entered the second booking step and 63% of them choose or shifts to the normal price. Another 12.5% do login to their account, but are not PLUS-members and also need to switch to normal price. So in total 75% of the customers who see the login layer switch to normal price and get frustrated which leads to an overall loss of 16% of the conversion rate on the payment step.
Proposed solution
To improve the conversion rate of the booking funnel on fluege.de we decided to test several adaptions in the login handling to see which one performs best. Therefore we want to set up a new A/B-Test.
Setting up A/B Testing
The A/B Test would compare different ways of giving the customer the possibility to login as a PLUS-Member. From the expert talks, discussions and from previous conclusions and results, a few groups have been suggested for the test.
The split would have the following groups:
1
Improve visibility of login within the first booking step
2
Simplified notification for the PLUS-login instead of a complex login-layer with total price
3
Login-layer with a focus on normal price displaying the total price
4
Simple notification instead of complex login-layer (One CTA instead of two) with price per person
5
Login-layer (two CTA) with a focus on normal price with price per person
Final Screens
GROUP 1: Improve visibility of login within the first booking step
In this group, the login-box at the first booking step will get more focus and refer to fluege.de PLUS-Price. The PLUS icon is shown within the headline to get more attention and a connection to the PLUS-Price.
It is not mandatory for the users to login at this stage. If they don't login and go further then the current login layer (from group 0) will be displayed.
GROUP 2: Simplified notification for the PLUS-login instead of a complex login-layer with total price
A notification has to be shown to the users who have chosen the PLUS-Price at the offer page and enter the second booking step without being logged in. Then we assumed that those users are not PLUS-Members and planned to show below dialog box as one of the groups with total price. There is no normal price displayed in this group and importance is given to PLUS-Price.
GROUP 3: Login-layer with a focus on normal price displaying the total price
In comparison to group two, this group focuses on normal price and PLUS-Price to avoid the drop-off rate. All users will not become PLUS members and choose to sign up with PLUS membership. The option to switch to normal price is provided as a link.
GROUP 4: Simplified notification for the PLUS-login instead of a complex login-layer with price per person
Group 2 & 3 would display total price in the cart on the dialog box. This group display only price per person to simplify for the user and also to reduce Backend work.
GROUP 5: Login-layer with a focus on normal price displaying the price per person
This group is displayed after the second booking step similar to group 3, but here the price per person is shown.
NOW, WHO IS THE WINNER OF THE A/B TEST?
GROUP 1
Improve visibility of login within the first booking step
TARGETED KPI
Flight Sales
Flight Revenue
Page performance
PROJECT OUTCOME
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The flight conversion rate is better in group 1 with approx. 5% more.
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There are more logins within the first booking step and group 0 which is the login layer in the third booking step appears less.
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The revenue per sale is better with an increase in the number of people opting for PLUS-Price.
