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Unlocking Seamless Travel
Boosting Revenue Through Add-On Services
Design lead on an ongoing project with continous experimentation. Collaborated in team with product, tech and business stakeholders.
+7.5M
Overall Revenue Growth
+43%
Attachment Rates
The Opportunity
Online check-in emerged as a highly sought-after service through offline contact channels
Hypothesis
Offering online check-in as a paid add-on during the booking process will increase revenue while enhancing users' overall travel experience
Business Objective & Success Metrics
Increase the attachment rate by 2%
Attachment Rate
Increase the overall booking value by 0.5%
Booking Value
Increase yearly revenue by 300K SAR
Overall Revenue
Solution & Impact
Add Ons Feature Growth Timeline
+ 4%
Business Challenge
Before launching the first add-on, Online Check-In
The key challenge was determining an optimal price point that appealed to customers while ensuring profitability, as it had previously been offered as a free service
Solution to the Business Challenge
We leveraged data driven approach
We leveraged user feedback through surveys and used the Van Westendorp Price Sensitivity Meter (PSM) to establish an ideal price range for online check-in.
A/B Testing on pricing
We then ran an A/B test to pinpoint the highest attachment rate and profitability price point.
Winner Varinat
SAR 22
Conversion rate at +9%
SAR 30
Conversion rate at 2%
Design Challenge
More Services ... Less visibility
As add-on services rapidly expanded, the old design became a barrier to scalability and visibility, creating limitations that negatively impacted attachment rates
Solution to the Design Challenge
A/B Testing on design scalability
The new design not only accommodated the additional services but also opened up opportunities for ongoing optimization of the user experience
Winner Varinat
Attachment Rate at +25.3%
Conversion rate at +12%
Attachment Rate at +13.2%
Conversion rate at +5.3%
Continuance Optimization
We conducted a series of experiments across platforms and touchpoints, focusing on the entire customer journey to drive awareness, boost attachment rates, and increase overall revenue.
Flight Details Step
Traveller Details Step
Recapturing Step
Learnings
Creating Value-Driven Features
Designing add-ons provided a valuable lesson in how aligning our offerings with customer needs can create significant revenue opportunities. By integrating services like online check-in and travel insurance directly into the booking flow, we transformed a one-time purchase into a personalized travel experience. This approach allowed Almosafer to introduce a new revenue stream while genuinely catering to our customers' preferences and enhancing their journey.
Driving Engagement through Continuous Optimization
Through ongoing optimizations and A/B testing, we discovered that a seamless add-on experience significantly boosts attachment rates and customer satisfaction. By focusing on clear value for each add-on, we increased customers' likelihood of opting for these enhancements. This continuous feedback loop not only drove profitability and business growth but also strengthened customer loyalty by enriching their travel experience meaningfully.
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