Berlitz EMEA · 2020
Finding the seven things killing conversion, before rebuilding anything.
UX research on the Berlitz EMEA booking funnel: 24 interviews, usability tests and a redesign roadmap built on the seven places motivated buyers gave up.
The challenge
Nobody had ever formally studied the booking funnel. The working assumption inside the business was that drop-off meant a traffic problem, that not enough good leads were coming in.
The data said something else. Motivated buyers were abandoning halfway through, which makes it an experience problem.
The approach
24 user interviews across five markets, a heuristic evaluation of every screen in the flow, and moderated usability sessions.
We mapped the path from first ad impression to course start and marked where people hesitated, where trust broke, and where the product asked for more than it needed. The output was a prioritised roadmap carrying a projected CVR impact against each recommendation.
- 01
Funnel analytics
Google Analytics funnel analysis. Hotjar heatmaps and session recordings. Identified 7 high-drop screens.
- 02
User interviews
24 interviews across UK, Germany, France, Spain, Nordics. Mix of completed and abandoned bookers.
- 03
Usability testing
8 moderated sessions. Participants booked a real course while thinking aloud. Every hesitation documented.
- 04
Roadmap delivery
Prioritised recommendations by CVR impact. Each finding supported by direct user quotes and recording clips.
The work
The results
Seven conversion bottlenecks documented, each with video of a real person hitting it.
The roadmap ranked the fixes by projected effect on conversion and went to the Berlitz global product team as the brief for the redesign that followed.
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