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User Sense

Conversion increase through usability research during redesign process

Over a period of six months, VVV Texel made use of our research service to conduct two usability studies. One study was conducted on the old website of VVV Texel and the second study on the new website.

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New ideas generated and implemented

Insights from the first usability study were implemented in the redesign. 

Over 20 quick wins

More than 20 quick wins were identified.

Conversion increase

User tests contributed to significant conversion rate increases.

About the customer

Research goals

Research methods

Usability insights

Results

VVV Texel may sound like a small player, but nothing could be further from the truth. After all, through the website you can not only see what there is to do on the island, but also book your ideal vacation home. Over 22,000 homes are booked through the VVV Texel website every year! So the mission of VVV Texel - to enable beautiful encounters between guests and hosts (m/f) on Texel - fits perfectly with this.

The first usability study was focused on finding out the biggest pain points on the old VVV Texel website. Not only to get confirmation that the new design solves these pain points, but also to further sharpen the new design. This resulted in the following main question:

How do users experience the VVV Texel website and what are the biggest bottlenecks? 

The second usability study was conducted after the website went live. The main goal was to find out how users experience the new website (compared to the previous website) and to identify points of improvement.

Almost the same research question was asked so that the results of the studies could be compared.

To determine the extent to which the user experience has improved, two usability studies were conducted. Both studies were executed through our research service.

In the first study, ten testers were asked to participate in unmoderated user tests. User Sense's UX team analyzed these results and summarized them in a UX Research Report.

After the new website went live, testing was again conducted with ten testers. Five testers had also participated in the first study, so it could be determined whether the user experience had improved for them. The other five testers were newly recruited and went in completely blank.

Thus, a total of 20 unmoderated user tests were conducted. To ensure that the testers were within the target group of VVV Texel, a recruitment campaign was set up. 

The first study: a better redesign

The insights from the survey made a positive contribution to the development of the new website, as many of the insights from the first survey were acted upon immediately.

The second study: a conversion increase

The insights from the second usability survey - on the new website - confirmed that the user experience had improved. However, a number of improvement wells also emerged that, once resolved, had an immediate positive impact on conversion on the website.

Testing during the redesign process had two major advantages, according to the VVV Texel team:

The initial research provided a clear picture of the bottlenecks on the existing website. This confirmed assumptions made and discovered new bottlenecks that could be solved immediately in the redesign. 
 
By testing after the new website went live, the optimization process was immediately initiated. The optimizations implemented as a result of the insights from the second study led almost immediately to an increase in conversion rates.

Peter Nederstigt from VVV Texel:

"The adjustments were relatively little work and have given the conversion a good push."