🚤 BoatPass - The simplest, most flexible, and top-rated boat club

𝗦𝗶𝘁𝘂𝗮𝘁𝗶𝗼𝗻

BoatPass, an e-commerce platform for boat rentals, had high traffic but low conversion rates.

𝗧𝗮𝘀𝗸

The goal was to identify and address pain points in the user journey to improve design, copy, and functionality, thereby increasing bookings.

𝗔𝗰𝘁𝗶𝗼𝗻

As the e-commerce expert, I conducted an exhaustive Conversion Rate Optimization (CRO) Audit and presented the findings in a detailed report, complete with mockups for proposed improvements.

I conducted a SWOT analysis for each page of the user journey, where I identified several deficiencies in the desktop versions of the landing page, boat page, and reservation page. However, mobile users faced the most challenges, encountering significant issues such as error messages, slow loading times, and malfunctioning overlays.

To enhance platform trust, I fixed bugs, improved text readability, and emphasized the 24/7 customer service.

On the landing page, I removed unnecessary clicks, optimized listing functions, increased the visibility of the primary value proposition, and highlighted the word Live in the instant booking option.

I reduced decision fatigue by enhancing filtering options and adding details about amenities to listing thumbnails.

On the boat page, I created urgency by repositioning the call-to-action button, changing the copy from “Book This Boat” to “Book Now,” displaying current viewer numbers, and adding assurances near the button. I also restricted the red accent color to call-to-action buttons only.

𝗥𝗲𝘀𝘂𝗹𝘁

By implementing these recommendations, the platform became more user-friendly, especially on mobile devices, and BoatPass experienced a notable increase in conversion rates.