UX Design
Web Design

Doubling the Conversion rate for the Stag Company

My Role
Lead UI/UX Designer


The Stag/Hen Company is is one of the UK's leading stag weekend organisers, offering fantastic stag weekends across the UK and Europe.

My role

  • Understanding user behaviour by studying the existing data from Google Analytics and Freshmarketer
  • Creating funnel analysis, heatmaps, and session replays to analyse user behaviour.
  • Creating A/B tests and split URL tests to optimize web pages.
  • Creating poll and feedback forms to engage with users
  • Creating click and preference tests to collect feedback from users and team
  • Creating prototypes based on initial idea
  • Creating website templates using HTML and SCSS


Increase acquisition by improving the user journeys leading to quote submission (sign-up) and booking.

Success metrics

Sign-up conversions and booking deposit payments taken.

UX Workshop - studying each touchpoints customers interact with the stag and hen websites.


We used design thinking and a hypothesis driven design process to validate design assumptions using research and experiments.


Understand people's motivations and the problem space. Research to uncover problem areas


Come up with possible solutions which answer users needs and generate ideas, define ideal state & hypothesis

Test & iterate

Create prototypes, run and evaluate tests to validate hypothesis, iterate and re-test

Problem areas

  • Inefficient and inconsistent navigation
  • Customers dropping off from the sign-up process
  • User has to be directed to a new domain to complete booking process
  • Inefficient filtering on activities page

Hacking navigation

Based on GA data, we had 27% desktop - 63% mobile users. We needed to simplify the mobile header and improve navigation. Since it takes top real estate on the site, visitors should be able to recognise the brand and navigate within hierarchical information.


We quickly prototyped a new header-nav design to test it with users. Then presented a sticky header present to boost usability. It enabled to provide users with navigation area available at any point of interactions this was vert helpful in terms of content-heavy pages with long scrolling.

New stick header nav design

Test results

Question: Imagine you've landed on this page and you're looking for "Stag Do Ideas"... Where would you click to find Stag Do Ideas page?

Prototype test results

Old design

Header and navigation is not sticky and taking a lot of vertical space. Navigation menu is not consistent as it's not following the desktop hierarchy. Users are having problems finding top level menu pages such as activities page.

Old mobile nav design

Increasing acquisition


How might we convince our site visitors, so that they don't abandon during the sign-up journey?


  • Inform users the about the process
  • Reduce touchpoints and fasten the journey steps


We believe that informing users about the process (showing them how many steps ahead) and reducing unnecessary touchpoins will acquire more customers.

Testing hypothesis

The majority of participants understood the process and didn't abandon the sign-up process at the last stage.


Online conversion rate doubled from 2.71% to 5.97%


As an ongoing investigation, we collect feedback from users who send enquiries. We wanted to measure the easiness of the sign-up journey and understand areas to improve.

Due to the different elements of some bookings, the website cannot always be able to generate an automatic price. It's is when an event planner is required to calculate the cost of the event. Because of this, customers need to check back later for a price.

Based on the survey results, we are now in a position to take data-based decisions as we now understood that price is a powerfully important factor for users. The company is now working on stag experience packages that can generate automatic prices. Below are the poll results

Polls results

A/B tests

Below shows the conversion results after A/B testing some of the most visited landing pages.

Preference test results

Funnel last touch point redesign

At the last stage of the sign-up process we have:

  • Created summary section presenting what the user is enquiring about
  • Added progress stage indicators
  • Reduced touch-points for the terms and condiditons and privacy policy check boxes
  • Finally, presented users with a preference test allowing them to choose the best option
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