Airhelp helps air passengers get compensation for any disruption that they might have experienced with their flight.

Airhelp operates in about 30 languages and their landing page is available in all of them. Airhelp now wanted to localise the landing page for each market (identified with a language).

I conducted research and analysis for the Italian and UK market to provide insights and design suggestions to localise the page and increase conversion rate. I also conducted a comparative user test using the willingness to hire method to identify areas of improvements for the German market.

Provide insights on brand perception of different market segments (Italy, UK, Germany)

Increase overall homepage to funnel conversion rate across all targeted markets

Reduce bounce rates

Enhance user satisfaction

Identify areas of improvements compared to competitors' websites

The research effort was divided into two streams:

The hypothesis that guided this research is that a one-size-fits-all landing page was not going to propel Airhelp's conversion rate. Airhelp piloted a localised landing page for the Brasilian market, and saw that the conversion rate increased significantly.

Non-localised landing page

Localised landing page for Brasil

During the unmoderated tests, the participants were asked to compare Airhelp's and two other competitors' websites, and to choose the one that they would most likely use. They were not aware of which company was running the test, so the results were not biased.

The willingness to hire framework then analyses the tests on aspects that contribute to the decision to hire one of the three companies: relevance, trust, usability, adoption costs, value for money. This helps comparing the companies on matrixes of elements and to draw conclusions.

I conducted user testing sessions with participants from the Italian and UK market to provide suggestions on how to localise the landing page for these markets. By doing this, Airhelp expects to increase conversion rate and reduce bounce rate.

With the participants, I investigated the landing page in general and then each section individually, focusing on the UI design, content and copy, navigation patterns, content engagement levels, trust-related issues and pain points.

I performed content analysis on the transcriptions using Condens, aggregated the results and provided research reports with the findings for each market and re-design suggestions. These localisation suggestions were based on the findings and are specific to the market. For example, the "No win, no fee" tagline was mostly clear to the UK market, but created a lot of confusion to the Italian market.

We expect the localisation effort to improve user satisfaction and brand perception, and ultimately lower bounce rate and increase conversion rate.

I analysed the unmoderated tests of 12 participants from the German market, aggregating the insights using the willingness to hire framework. The results were quite negative, with very few people choosing Airhelp, so I compiled a list of likely reasons and suggestions for improvement.

Elena did a great job with conducting user research on the Italian market and prepared a thorough and comprehensive report. She required minimum guidance, recruited participants really fast, was very communicative and helped us with localising our product. I highly recommend her services and we will work with her again for sure!

It was our second project together and once again we were super happy with Elena's work. She conducted four user tests quickly and efficiently. And the communication was always a bliss. Highly recommended!