Improving mobile user conversion by +6.17% with a search result card redesign

Client

Jet2holidays

Project

Search Result Cards Redesign

Sector

Airlines, Leisure, Travel

Duration

2 months

Role

Sole Designer – Research, Design, Testing, Strategy

Tools

Quantum Metric, Userzoom, Figma, Optimisely

Overview

Jet2holidays, one of the UK’s leading holiday providers, identified drop-offs on the search results page, a key step in the booking funnel. The original cards were cluttered, with small imagery, unclear hierarchy, and distracting details, making it hard for users to scan and compare options.

I redesigned the cards with a user-first approach, simplifying the layout, emphasising hotel imagery, and clarifying pricing. The aim was to create a cleaner, more engaging experience that improved progression and conversions across all devices.

Problem statement

Users were bouncing at higher than expected rates after landing on search results. Research suggested that the cluttered card design made it harder for users to scan, compare, and confidently select holidays.

Goals

Increase progression from search results to holiday details
Improve click through rate
Reduce bounce and exit rates
Deliver measurable uplift across devices, especially mobile

Summary

Results

+2.96%

user conversion overall

+6.17%

mobile user conversion

-1.74%

bounce rate

Campaign focus

Redesign search results cards to improve clarity and engagement

Traffic split

50/50 (control vs variant)

Devices

All (desktop, tablet, mobile, app)

Test duration

2 weeks

Research

Control Analysis

Users were overwhelmed by too much information per card
Key elements like pricing and hotel imagery lacked hierarchy
Bounce rates were higher than benchmarks, particularly on mobile

SR cards feature list

Audit covered Jet2holidays, Jet2CityBreaks, Indulgent Escapes, VIBE and Jet2Villas
Identified 45+ unique features across search result cards
Determined that 8 features could be removed as redundant
Decided that less critical holiday details would be housed in a “What’s included” dropdown to keep the design clean while still accessible

Accessibility audit

Small text sizes as low as 9px on key details, which doesn’t meet recommended minimums for readability
Insufficient colour contrast on discount price, badges, and link text; several pairs fail WCAG 2.1 AA (e.g., light blue on white)
Not keyboard navigable, most interactive elements inside non-semantic div's were not reachable, users get trapped in the card
Screen reader issues, hotel images without meaningful alt text, unlabeled icons/buttons; prices and discounts lack accessible names; ARIA roles not applied
Poor heading and landmark structure, cards don’t expose logical headings/regions, so screen reader users can’t skim or jump efficiently
Touch targets too small, less than 24px by 24px, risking accidental taps and failing minimum target size guidance (WCAG 2.1 AA minimum)
Icons rely on colour/shape alone; no aria-labels to convey purpose

Competitive Analysis

Benchmarked competitors (TUI, easyJet, British Airways, Virgin Atlantic, Emirates, KLM, Qatar Airways, Jet Blue):

Larger, more prominent images used as focal points.
Simplified details with progressive disclosure.
Consistent emphasis on price and trust signals.

User Testing

Process

Conducted remote usability tests using UserTesting with both new and returning customers.
Ran quantitative surveys in UserZoom to capture wider sentiment and pain points.
Tested across mobile, tablet, and desktop to identify device-specific issues.
Participants were asked to browse, compare, and select holidays using the old search result cards.
Combined qualitative feedback (frustrations, behaviours) with quantitative data (task success, time on task, satisfaction scores).

Findings:

Hotel images were too small, making it harder to feel confident about choices
Information was jumbled, with no clear hierarchy for scanning
Clutter across the cards left users feeling overwhelmed
Too much detail added to cognitive load and slowed decision-making
Price information wasn’t clear enough to build trust

Ideation

Workshop Brief

We ran a collaborative design workshop with the UX, CRO, and analytics teams to align on priorities for the search result card redesign.

Objectives

Audit the existing card design and surface pain points
Review user research and competitor insights
Generate ideas for simplifying content hierarchy and layout
Prioritise features to keep, remove, or restructure across Jet2 brands

Format

Round-robin sketching to explore multiple layout options
Group critique to identify strengths and weaknesses
Feature mapping exercise to organise 45+ card features into must-have, optional, or redundant categories

Outcome

Agreement to remove 8 redundant features
Introduction of a “What’s included” dropdown for secondary details
Clear direction for high-fidelity prototypes and subsequent A/B testing

Design

Variant designs

Considerations implemented from research:

Bigger image blocks to make hotel photos the main decision driver
Clear pricing structure with savings and payment options clearly surfaced
Simplified layout removing distracting elements, like the tabs
Improved spacing and typography for readability
“Included” section added to house less critical holiday details in a dropdown, keeping the card clean while still informative
Clearer CTAs replaced vague labels with “Switch dates & save” and “View holiday”, making it clearer what to do next.

Cross-brand scalability

The redesign was created as a flexible component system to roll out consistently across all the Jet2 sub brands (Jet2holidays, Jet2CityBreaks, Indulgent Escapes, VIBE and Jet2Villas) ensuring a unified booking experience.

Testing

A/B Test

Test across 1.26M sessions
Variant outperformed control across devices and segments:
- Mobile: +6.17% conversion uplift
- Desktop/Tablet: +0.82% conversion uplift
- Returning users: +3.43% uplift
Statistical confidence reached 95%+ across key KPIs

Reflection

In conclusion

The redesign validated the hypothesis, reducing clutter and prioritising imagery and clarity leads to higher engagement and conversions. The strongest results came from mobile, showing the importance of mobile-first design in travel.

While new users saw a slight dip in performance, the uplift from returning users who represent 89% of Jet2holidays’ traffic, drove substantial revenue gains.

What's next?

Roll out redesigned cards to 100% of traffic and explore extending the simplified design principles to holiday detail pages.

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