Challenge
Our client, an independent holiday park operator in the UK, wanted a Website UX Study to obtain comprehensive insights about their website in comparison with those of their key competitors. They also wanted recommendations for improvements. The solution was a large-scale biennial user experience website study of their own site in comparison with those of several other Holiday Park operators. They needed the study to include both independents and large chains.
The approach needed was complex. Participants were required across a range of specific demographics. Extensive, detailed reporting regarding each section of the website and each part of the user journey was essential.
Website UX Study Approach
We conducted proactive outreach in order to engage enough suitable participants in each required demographic. The Mystery Shoppers were briefed/coached with a different scenario depending on the demographic, the time of year, and any current offers/focus areas. They approached the websites in the same way they would when looking for a holiday for themselves.
We structured reporting forms in which the questions were routed differently based on the guest demographic. A fluid approach was taken which, in addition to the structured questions, enabled the participants to include feedback about elements of the experience that had stood out to them positively or negatively but had not specifically been asked about. This enabled our client to find out ‘what they didn’t know that they didn’t know’.
To ensure there were no ‘flags’ of mystery shopping, any required calls (for example, to test the enquiry process available online) were made through our bespoke telephone system. This displayed unique caller IDs to the call recipients and enabled the mystery shoppers to receive calls back on those numbers.
Results
Meaningful Data
The Website UX Study participants completed accurate and detailed reports. In combination with the bespoke report structure and the executive reports that we have produced, this led to meaningful data from a high level down to the granular details.
Client Outcome
The reporting delivered to the client contained the key insights that they needed in order to make changes to their website to remain competitive. Our client was, and continues to be, very happy with the delivery of the programme, and has remained with us for the last 8 years.
