Conversion Optimisation

Client:     Aer Lingus
Role:        UX/UI/Product Designer
Date:       2019 – Present

Conversion optimisation is ­the practice of using customer behavioural data together with a cycle of testing, measuring, and improving digital products in order to optimise their revenue potential.

Conversion-focused web design uses time-tested design principles to persuade users to take action on your site. An action could be to make a purchase, sign up or subscribe, watch a video, or any other action you want your visitors to take. By using psychological triggers, minimising distractions, and incrementally optimising for user experience, it is possible to dramatically improve conversions and sales. By optimising our UI, we can;

  • Improve conversions
  • Increase average order value
  • Improve retention
  • Reduce drop-off rates
  • Enhance the user experience
  • Provide a higher ROI

My creative concepts for conversion optimisation projects in 2022 alone resulted in a combined projected uplift of €12.15 million (per year). Below are brief synopsis’ of recent optimsation projects.

Mobile Fare Cards

Projected increase in Revenue €3.12m

The objective for this conversion optimisation test was to examine the functionality of Aer Lingus ‘fare cards’ on mobile devices. The existing UI was not optimised for mobile, meaning users had to use a horizontal scroll to view different fare options. This meant that some of the fare options were hidden off-screen and behind an interaction. The question I asked was ‘How do we get all price points visible in the mobile viewport by default?’

My proposed solution was to display stacked and minimised fare cards, with fare benefits reduced in size to display as icons rather than text. This way the user has an ‘at-a-glance’ view of the fare benefits, and can quickly compare these benefits against other fares which are all visible by default.

The solution tested successfully and was put into production on the Aer Lingus Website and App in 2023 with an estimated increase in annual revenue of €3.12m

10kg cabin bags

Estimated increase in Revenue €3.23m

The main objective for this test was to help our operations staff with the management of customers ‘carry-on’ bags. Overhead storage in aircraft cabins is limited, and Cabin Crew were struggling to police onboard storage. In order to limit the amount of 10kg bags being carried on board, a business decision was made to charge customers for their carry-on bag.

The proposed solution was to display 2 options to customers during the booking flow; 1. Check your 10kg bag in for free or 2. Pay a small fee to carry the 10kg bag on board and store this in the overhead compartments. There was also an educational piece to this change, as this was a baggage new policy which we had to advise customers of.

After ideating on a number of potential solutions, we proposed the solution below which tested successfully and was put into production on the Aer Lingus Website and App in 2023 with an estimated increase in annual revenue of €3.23m.

Business Fare UI display

Estimated increase in Revenue €5.81m

The main objective for this test was to examine and try to improve the performance of the Aer Lingus Business Class fares. Early observations were that our Business Class and Economy fares displayed the same way – a column of bullet-point fare benefits. Business Class is a premium service level, but that was not reflected on the UI.

There only 2 Business fare options, ‘Business’ and ‘Business Flex’. Most of the benefits of these fares are identical (the only difference is in fare flexibility). The proposed solution was to display the common fare benefits only once – instead of duplicating these on each fare card.

After ideating and refining, we proposed the solution below which tested successfully and was put into production on the Aer Lingus Website in 2019 with an projected increase in annual revenue of €5.81m

AerClub Loyalty Programme Sign-Up

Estimated increase in Revenue €XX.XX

The objective for this test was to examine and try to improve the sign-up rates for the Aer Lingus loyalty programme AerClub. Much of the sign-up information had not changed since the programme was first launched in 2016, so we were asked to examine what could be done to try improve member sign-up.

In the period since its inception, AerClub has made a number of strategic partnerships which were not being publicised. We felt the wider benefits of being an AerClub member were not being highlighted enough, so we took the approach of trying to educate potential new members with a suite of promotional components.

The proposed solutions tested favourably and resulted in a projected increase of €XX.XX per annum.

Travel Insurance

Estimated increase in Revenue €393k

The objectives for this test were two-fold – 1. Make this component responsive, and 2. Try to improve the uptake of the Travel Insurance product on the Aer Lingus booking flow.

The old UI had not been reviewed since a website redesign in 2015, so this component needed to be updated to work better on mobile devices. So any new design layouts and copy needed to be mobile-friendly.

This project is a great example of how even simple changes can make a big difference. Having a background in insurance, I felt that the Travel Insurance benefits sounded unclear or ambiguous to people who were not familiar with these terms. The benefits were not being properly explained, so we simply added one line of explainer text to provide better contextual information, on the insurance covers, increased the spacing between those and removed an unnecessary image. This approach tested favorably. Take-up rates improved by almost 25% with a projected uplift in revenue of €393,564.

Aer Lingus Business Class

Estimated increase in Revenue – N/A

The objective for this test was to improve the user experience for Business customers and make the Business Class check-in flow feel more like a premium product. At present, the online check-in process is the same for all Aer Lingus customers. However, there are additional considerations with Business travelers; Business fares are considerably higher than economy fares / We want and need Business customers to travel with us again, so we must at least match the service levels provided by our competitors / More ‘handholding’ and day of travel support / Greater flight flexbility etc.

In re-examining the styling of the Business Class check-in flow, we looked at adopting the navy blue accent colour which became prominent in the uniform redesign in 2019.

Even though this particular design concept was not tested, it raised some important questions. A more detailed review of the Business Class + Loyalty Scheme brands was commissioned in 2022.