Lead-centric UX: web journey optimization
Company: Sabre, travel software provider for airlines, hotels, and travel agencies worldwide
My role - Digital Marketing Lead from start to finish working closely with Customer and Developer Teams
"This is the excellent page! Modern, very friendly, easy to use — such a great starting point for our customers."
- Director, Sales & Account Management, Sabre
Project summary
Context
- Lack of growth in specific customer segment
- High drop off (bounce with no engagement)
Objective
- Improve contact process on the website to drive leads or complete other actions
Challenges
- No lead capture process
- Multiple use-cases
- 15+ stakeholders
- 1.5 months delivery time
Roadmap
- Analysed customer feedback and journeys for 6+ personas
- Redesigned digital experience
- Implemented intake form
Outcomes & key metrics
On-page engagement
Leads generated monthly
Reduced negative customer feedback
Impact:
- Increased contact page engagement rate from 24% to 62%
- Improved brand perception with modern look and intuitive/simple UX
- Generated >300 leads monthly that helped Sales to source new sales opportunities
- No more negative user feedback on inability to find the ways to reach out due to personalized experience tailored to different user case and audiences
- Improved collaboration across various cross functional teams
3 things I’ve learnt:
- Efficient collaboration among cross functional teams with regular syncs and clear roles and responsibilities is key to deliver faster and more quality work
- Balancing internal company limitations and user needs is tricky, and win-win is not always possible
- User research and gathering post-launch feedback help identify more fundamental pain points that require critical changes -> share all the feedback with Customer and Product teams (in my case, the feedback was crucial for redesigning the support portal)
From concept to completion: visualizing project evolution
Developing use cases for key 6 personas
Analysing user behaviour in Hotjar to further optimize experience
How I achieved results step-by-step
Data gathering and analysis:
- Identified main audience segments by analysing users journeys in Google Analytics, and interviewing Customer Care and Sales teams
- Collected data using quantitive and qualitative research methods (GA4, Hotjar user survey, heatmap, screen recordings, usability testing/five seconds test)
UX and engagement enhancement:
- Simplified and personalized user experience so each user case was clearly presented
- Balanced user needs with the internal company requirements and restructured information so users can complete an action in less than 5 seconds
Implementation and collaboration:
- Created one interactive page focused on the main actions and separated Sales and Support paths, removed walls of text and outdated contact info
- Implemented intake form for sales enquiries to capture leads
- Collaborated with Marketing, Sales and Account Management, Customer Care, Marketing Technology, Developer, QA
Overall low feedback score on the website was mostly triggered by Contact pages
Most common comments were about inability to find Sales contact options info + confusion with customer support options
