LateRooms is one of the UK’s leading hotel reservation sites, boasting the biggest selection of UK hotels. Bounce rate and searches made were identified as the metrics we would be looking to improve and measure the success of this project.
Some inital workshops were held to identify core propositions for the homepage. A prototype was designed, built and user tested to refine and validate our hypotheses.
After some refinements, the design was built and tested against the current homepage. The test ran for over 4 weeks; bounce rate dropped and searches increased.
Whilst further iteration is needed upon the design, this is a strong, simplified platform to build a better understanding of what will better serve homepage visitors.
As well as running a successful test we had some great feedback from a number of hoteliers, including:
“It looks cleaner, fresher and looks more upmarket”
From testing and competitor research we identified a number of key elements that users wanted and needed on screen.
Imagery in the background was proven to be desired on larger screens, but not on mobile devices.