Increased Discoverability of Team Calendars
SUMMARY
Introducing shortcuts to reduce steps in the purchase flow, thereby increasing discoverability and conversion.
ORIGINAL DESIGN
If a user wanted to find their favorite local team, it might be on the home page. For many users, the easiest path to search for a team or performer was to type it out. This posed a significant amount of friction to find the most commonly searched for performers.
HYPOTHESIS
Most Gametime users are looking for sports tickets. If they do not find their local team quickly, they may bounce. I proposed adding pill-style buttons that linked to team calendars of the top 10 most popular sports teams in a metro. By surfacing the team names earlier, we will reduce friction and improve discoverability, thereby increasing conversion. I also hypothesized that this would be particularly relevant for first time users, who might not be familiar with the extent of Gametime’s ticket inventory.
TEST DESIGN
Results
•22.02% of all users engaged with search shortcuts
•1.69% lift in conversion across all users
•2.24% lift in conversion across new users
•1.47% lift in conversion across existing users
CONCLUSIONS AND NEXT STEPS
• Over 1/5 of users who entered the search page tapped on a performer shortcut
• Conversion increased for new users, indicating that previous cohorts may have bounced, for not discovering the team calendar
• What do users do after they click into a team calendar? For a next step, I would track user behavior within the calendar page, to understand that subset’s browsing habits.