Flight Quick Filter & Ranking
Almosafer.com
2025
Almosafer is one of the leading online travel agent in the Kingdom of Saudi Arabia. Flight booking is the main product of Almosafer which generates the most conversions and revenue. Therefore, to ensure the optimization of the flight booking, explorations and experiments needed to continuously done.
The objective is to improve the flight selection experience and eventually the conversion rate
Background
The conversion on flight booking funnel keeps showing positive trends, especially on flight selection where users searching for their flight. Yet, improvement needed to be done since there are still room for enhancement.
The Challenge
Finding out a way to improve a completely fine product is a challenge itself because the problem is not obvious at a glance.
Therefore, in order to enhance the flight selection, deeper research must be done.
Goal
Improve the flight selection experience which eventually improve the conversion rate
Impacts
12.6% increase on flight selection conversion rate
5% increase on quick filter engagement rate
Research
Research was done by studying the user behavior data in Tableu and tracking click rate of the quick filter and filter on search result page which resulting to the following:
Most of the time round-trip users fly with same airlines
Only 5% of total users use different airline for roundtrip
Only 18% users utilize filter and same airline toggle
The rest of the users search for the flights manually
More users use filter than quick filter
16% users who users filter are filtering the same filter provided on quick filter
Design Solutions
Simplified quick filters on flight search result page
Initially, there were several filters provided in the quick filter. which were flight stops, baggage included, and airlines.
Each of these filters had more options so it required multiple steps for the users to apply one filter.
Then, the steps and choice was simplified to direct flights and 3 top airlines of specific routes only
Add ranking on the return flight
Ranking was basically to make it easier for the users to choose the return flight since the majority of users use same airlines for departure and return
Thus, ranking by cheapest from airlines and cheapest shown as the first two cards on the return flight selection
Additionally, toggle to show same airlines was provided for easy filter
Cheapest → Cheapest from departure airline
Cheapest from departure airline → Cheapest
Experiment with 8 variants
For this project, the a/b testing was done with 8 variants of the design that combined quick filter, ranking and toggle to figure out which of the combination worked best to the users
Result
The experiment concluded with variant A3 as the most impactful one with 12.6% improvement on conversion rate and twice more adaption rate on quick filter
Winning Variant
Takeaways
Experimenting with A/B test is a good way to validating ideas, especially when the ideas cannot be validated with qualitative method like user interview as projected in this project.
Although, the amount of variants could define how long the experiment will be conducted and in this project it was not an ideal situation to have 8 variants, but testing the filter, ranking and toggle in one environment was necessary.
