Click&Boat

Increase the lead rate by 7.5% by targeting a new market

Overview

Launched in 2014, Click&Boat (22M raised in 2018) is a pioneer in the digitalisation and democratisation of boat hire. It connects boat owners - professionals and private individuals - with boat renters on its marketplace. The start-up offers a mobile application dedicated to professionals and a white-label marketplace for its various brands.

Team

1 PM
6 developers + 1 Lead dev
 1 Head of Marketing (SEO)

Role

Product designer

Timeline

2021 - 2022
Shape design : 2 months

Opportunities

In 2021, the Marketing (SEO) and Product have identified a major opportunity: conquer a market in which the company was not yet positioned - the cruise market.

The goals

SEO

Increase the referencing on keywords related to the cruise market

SEO

Increase the traffic and reduce the bounce rate

Product

Increase the lead rate (= number of rental requests sent to owners / number of visitors)

Improve the overall user experience

With my team, we prioritized this topic in our roadmap to achieve one of our team KRs, the lead rate on the marketplace.

Process

To understand users needs and pains, we set up a research plan with my PM.I lead the research part (survey, interview guide and synthesis) and my PM with the Data team extracted and analyzed the data (volume of bookings of > 1 day etc).

Research plan presented to the VP and Head of Product

We conducted +10 interviews with clients who have made a lead on our platform for a catamaran or a sailboat for more than one day.

insights from user interview - click&boat

The interview notes were split into post-its to make it easier to group them in an affinity diagram

Problem

The approach for cruises differs from that for weekend and daily rentals due to different needs, timelines and constraints.

Our research revealed some key facts:

Users feel that the marketplace is not aimed at them (paths, filters, results).

They look at the product page in more detail and share a list with the other participants.

They start preparing their project a long time in advance.

They use different platforms to plan their cruise.

How might we offer a seamless experience to cruise users?

Research synthesis

Solution

Based on our findings, we decided to design a specific user path for cruise users. We focused our work on 3 intiatives :

Refining the search

Differentiating the cruise product page

Providing additional information (itineraries, key info)

Low-fidelity wireframes for cruise pages - Click&Boat

Low-fi wireframes (V1 and V2)

With the Lead dev, the SEO lead and the PM, we established the scope of the MVP : the destinations index (strong SEO need) and the Cruise destination page.

The deadline was tight and we didn't have enough time to carry out user tests before prodding the two pages to test the overall experience.

We launched an AB test (50% - 50%) :
- version A : existing funnel
- version B : funnel cruise for enquiries related to this market

Outcomes

We tracked the metrics on a dashboard.
In april 2023, the version B performed better than the version A.

Lead rate

+7.5%

On all devices
A : 1.73% → B : 1.86%

Bounce rate

28.33% (vs 33.83%)

Across all devices and languages

SEO

#cruise, #sailboat...

Contributed to better positioning of keywords on these specific queries

It was encouraging to iterate and push its proportion of eligibility in AB testing.

Reflection

Lessons learned

Following this project, we set up user research processes and a toolbox for the entire product team.

We weren't able to test our prototypes before shaping them live. Next time, I would have conducted usability tests to validate the mockups.

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