Shopify Live
Background
Things To Do geo pages drew 193M visitors in 2021, mostly from Google search. But 85% were there to research, not book. Only ~11% converted, as the pages lacked sense of place and felt undifferentiated. Users described the experience as overwhelming, unclear, and too sales-driven.In 2021, the TTD geo pages successfully attracted a substantial audience of 193 million visitors, predominantly through organic search results on Google. Despite this impressive traffic volume, a significant challenge emerged: approximately 85% of these visitors were in the research phase of their travel planning and not immediately prepared to make a booking. This disparity between visitation and conversion was reflected in a low conversion rate of only around 11%.
Problem
Analysis revealed several contributing factors to this low conversion. A primary issue was the pages’ lack of “sense of place.” They failed to effectively convey the unique character and appeal of the destinations, resulting in a generic and undifferentiated user experience. Furthermore, user feedback consistently highlighted that the pages were perceived as overwhelming due to a deluge of information, unclear in their presentation, and overtly sales-driven, rather than being helpful and informative. These combined issues created a less than ideal user journey, hindering visitors from progressing from research to booking.
Approach
We audited upper, mid, and lower funnels, and mapped jobs-to-be-done for traveler archetypes. We ran multiple rounds of testing on UserTesting.com, gathering global traveler feedback. Prototypes explored new layouts emphasizing highlights, categories, and context before transitioning to bookable activities. We also benchmarked other travel and commerce sites for inspiration.We conducted a comprehensive audit of the upper, mid, and lower funnels, meticulously mapping out jobs-to-be-done for various traveler archetypes. To gather global traveler feedback, we ran multiple rounds of testing on UserTesting.com. Our prototypes explored innovative layouts that highlighted key features, categorized information effectively, and provided ample context before guiding users to bookable activities. Additionally, we benchmarked other leading travel and commerce websites for inspiration.
Challenges
Developing the product within the existing design system presented a significant hurdle. A primary constraint was the absence of many desired components within the established system. This meant that crucial elements needed for optimal user experience and functionality were not readily available. Furthermore, the introduction of any new components was not a straightforward process; it necessitated extensive negotiation and collaboration with central design and development teams. This often led to delays and a more complex development cycle.
Beyond the technical limitations, a critical challenge lay in striking a delicate balance between competing priorities. On one hand, there was intense business pressure to drive conversions and meet ambitious commercial targets. This often pushed for more direct, conversion-focused design choices. On the other hand, it was equally important to cater to user needs, which emphasized providing inspiration, facilitating detailed planning, and offering a rich, engaging experience that might not always directly translate into immediate conversions. Navigating these two often-conflicting objectives required careful consideration and strategic design decisions to ensure both business success and user satisfaction.
Solution
We redesigned geo pages with a structure that began with essentials and highlights, then expanded into categories of activities. This created a narrative flow that acknowledged traveler mindsets before nudging toward booking. Copy and content design were updated to emphasize guidance rather than hard selling. We revamped our geo pages to create a more intuitive and user-centric experience. The new structure prioritizes essential information and key highlights, gradually expanding into different categories of activities. This approach fosters a natural narrative flow, addressing traveler considerations before gently guiding them toward booking options. We also refined the copy and content design to focus on providing helpful guidance and inspiration rather than employing overt sales tactics. To make sure that we design something in a feasible way, we define phases of design updates from MVP to northstar design.
Outcomes
The redesign lowered bounce rates, increased time on page, and clarified booking pathways. Beyond metrics, the project shifted internal understanding: upper funnel design was recognized as critical, not optional. The work influenced Tripadvisor’s broader approach to inspirational discovery across multiple verticals.
