New Business Model

To improve conversion, moving away from the two week free trial to free membership till you swap.

Role
As Lead Product Designer, I was responsible for coaching and guiding the product designer involved in this project.

Year
2023

Company
Love Home Swap

Like in the famous Christmas film ‘The Holiday’ Love Home Swap is an international home swapping site. With just a yearly subscription, members can look for suitable homes to swap with as much as they want. Members choose home swapping because it is a cheaper and authentic way to travel.

The Problem

Love Home Swap conversion rate is stuck at 0.6%. Various tests had been done in the past but the furthest conversion had ever pushed 0.7%.

Biggest drop offs are at sign up and payment, indicating people are not ready to commit to a trial or uncertain about swapping their home. The 2 week free trial doesn’t give enough time for trialist to find their first swap.

Alternative to swapping users can use points to book a swap, this is the most common way for first time swapper to book their first trip. However, talking about points had been avoided as it had hurt trialists conversion previously.

The Opportunity

A redesign of the whole acquisition journey and improve the current
biggest drop offs at payment and sign up.

Business Objective

Move conversion rate of 0.6% to 1% and double the member base.

The Process

Before rolling out a redesign of the onboarding, the new business model needed to be validated with the least amount of changes for an A/B test. With this goal in mind an ideation workshop looked at the following.

HMW make sure the quality of listing wont’ be ‘lowered’.
HMW prevent drop off during user onboarding.
HMW educate users about points through the acquisition journey.

The solutions based on the HMW were then prioritised to take into the A/B test.