Case Study: Search Result Page
Problem Statement: We need to simplify the Search Result Page to better guide new and returning customers to accommodation pages that motivate them to make a booking.
Lead: Jonathan Carreon / Designer: Alina Shypila / Product Manager: David Colic
Discover
Filters:
Based on CRO report, 85% of users don’t use filters to make a purchase
Because of small amount of inventory, when a user selects more than 4 filters, it often results in 0 results with no guide to show users which filter to eliminate to show more.
Page Results:
50% of average viewers see only 5 listings
20% see up to 10 listings
On average, 33% of users would proceed to a Product page
User Research Insights:
“Info within Property cards seems overwhelming at first but then I see that all of the info I need is there.”
“Filters are extensive but not logically structured, making them hard to navigate”
“I value the location of a rental, even if I'm flexible on this point. I can't easily associate the name of an area to where it is, so it would be very useful to me to have a map already present in the search results instead of having to click on ‘map’ each time”
Define
Filters Hypothesis: Users don’t need an exposed filters list to find what they need. Instead they prefer ease-of-use and to see more results
Re-think how we present the filters and bring up the most relevant filters to the top of the list
List out which filters are active so that users see clearly the search criteria they have selected
Page Results Hypothesis: Generous info and spacing on Property Cards doesn’t have an impact on user behaviour, instead use visual cues
Make better use of vertical space possibly by introducing a grid view
Re-think the amount of info that we show on Property cards and what is needed for users to make an educated decision on which property best suits them
In case of 0 results, introduce recommendations based on the search criteria as well as guide users on how best to remove which filters to give them more results
Map View Hypothesis: More than half of average user behaviour uses the map to guide their search, reducing time spent within each Product page because they click on relevant search results to then purchase
Make the map view trigger clearly visible so that users who need the map to help guide their decision can find it easily
Provide a hybrid layout of list view and map so that users can see the necessary info about each property while viewing where the location is in relation for their catered interests
Design
Filters:
Placed filters behind a secondary button so that it is still visible. This frees up space on the left to make better use of vertical space for more property cards
Extracted the most used filter (Price) for easier accessibility and prioritised other most used filters within the filter pop-up
Page Results:
Default view of the Search Result Page uses a grid view instead of a list view so that users see more results that are relevant to them. Especially because of scroll depth being as shallow as it is
A third of the page will include a map so that users can more easily navigate based on where they want to spend their holiday and also to see what the area provides (restaurants, beaches etc.)
Property Cards:
Only relevant info is included in the property cards based on what user research insights has provided
As the images were the most viewed both in customer behaviour data as well as within user research tasks, this was made the most prominent with a click/swipe-through gallery
Deliver
Note: all improvements would be A/B tested so that we understand our user behaviour and preferences before full implementation
How to phase out changes (in order of development):
Property Card
Search Result Page Layout
Map View Upgrade
List View + Map View Hybrid
What to track:
Engagement with property cards
Click increase on map view
Click through rate from SRP to Product Detail pages
Number of 0 results events and if the user was able to navigate to a recommended property or remove filters to continue exploration
Activation of filters to refine search and then make a purchase
