India is a price-sensitive market where a significant portion of travellers (~65%) are budget-conscious and are always on the lookout for deals and discounts to optimise their travel.
This behaviour is especially evident in air flight ticket purchases, where travellers actively seek out offers to minimise costs.
Great deals do exist,
but why cannot users find them?
Limited Time
Users often do not have the time and patience to search through multiple sites to find the best deals.
They find it challenging to compare prices across different airlines and websites.
Lack of Availability
Deals may be scarce or available only
for a short time.
Budget constraints, along with specific travel dates or destinations, further complicate this for users.
Simplifying the search process and by consistently providing transparent pricing, Cleartrip can build trust among users and encourage repeat visits. Additionally, continuous learning from user interactions allows Cleartrip to refine its offerings and stay ahead of market trends.
Some top level metrics we wanted to track were:
🎯
Organic top of funnel
🤝
Enagagement
💰
Conversion rates
Some interesting data
We conducted a research initiative that included digital surveys and one-on-one interviews. We focused on understanding how users search for flights and their booking habits. The numbers tell a compelling story, highlighting how users book their flights.
80%
Searches done on platform are for the next 30 days
87%
Bookings done on domestic routes are non stop
28%
Searches done on platform are for the next 3 days
80%
Domestic bookings happen for flights between 6am-8pm
User personas: The blueprint for better experiences
Going through our series of surveys, interviews and data analysis, we concluded on our key personas and target groups:
Deal Maximiser
Name: Rahul Sharma
Age: 27
Occupation: IT Professional
Income Level: Mid-level income
Tech Savvy: High
Objective:
Maximises savings by taking advantage of airline deals and bank offers.
Behaviour Patterns:
Will not travel to the location if good deals are not found.
Typically books flights weeks in advance.
Prefers certain distances and destinations.
Motivations:
Saving money, getting the best value for flights.
Challenges:
Limited travel dates and destinations due to budget constraints.
Preferred Platforms:
Cleartrip, Skyscanner, MakeMyTrip.
Deal Complacent
Name: Anil Kapoor
Age: 45
Occupation: Senior Manager
Income Level: High income
Tech Savvy: Moderate
Objective:
Not particularly driven by deals; convenience & timing are more important.
Behaviour Patterns:
Travels regardless of deals; focuses on convenience and schedule.
Usually books flights close to the travel date.
Prefers specific destinations regardless of price.
Motivations:
Convenience, time efficiency, direct flights.
Challenges:
Limited time to search for deals, prioritises direct and timely flights.
Preferred Platforms:
Direct airline websites, corporate travel agencies.
How might we create a one-stop deals page where users can easily find, compare and book flights at the best possible prices offered by airlines?
