The concept
Travel Rewards Program landing page
Exoticca is an online travel agency that focuses on multi-day packages that include flights, accommodation, transportation, and activities.
200+ employees across North America and Europe
200+ employees across North America & Europe
60+ destination countries
Exercise
How would I improve the conversion of a B2B landing page for an internal Travel Sales program?
How would I improve the conversion of a B2B landing page for an internal Travel Sales program?
Travel Advisors play a crucial role in helping individuals and organizations plan and book trips.
To ensure that clients have seamless and enjoyable travel experiences, they are responsible for a wide range of tasks.
Provide in-depth Destination Knowledge
Assist with Itinerary Planning
Advise on Budget Management
Manage Booking and Reservations
Travel Documentation Assistance
Customer Service during Crisis Management
My analysis:
Because agents often seek out fragmented information in their day-to-day tasks, the landing page must present visitors with in-depth program details concentrated on the same page.
2 competitor analyses and 1 user interviews
I compared the landing pages of 2 of Exoticca’s competitors, as well as interviewed 1 senior agent as a prospective end-user.
COMPETITORS
COMPETITOR
Many competing CTAs; poor information hierarchy
Main CTA unclear; creates doubt about what to do first
USER INTERVIEWS
I interviewed a Travel Business Manager with over 30+ years of experience. She employs Travel Advisors in her current role, but she used to worked as a one. I discovered the following insights:
Insights
Loyalty program often have generic names
End-customers respond to $ discounts, not %
TA’s seek support to manage customer issues
Create distinct UX paths for “Deal” and “Sign-up” user journeys
Create clear CTAs for each UX; provide merging opportunities
Sign-up UX:
Modify loyalty program ranks with distinctive names
Sign-up UX:
Apply social proof via TA “Testimonial Quotes”
Deal UX:
Identify deals by numerical dollar ($) discount amounts
