Survey Design & Audience Insight Development

Objective

Identify why high-intent users were not completing form submissions despite consistent traffic to key pages.

Methodology

• GA4 funnel and path analysis
• Behavioral flow mapping across primary conversion paths
• Identification of repeated navigation patterns

Key Findings

• Users repeatedly cycled between the homepage and booking page without converting
• The site experience created a loop of evaluation, not a clear path to action
• Messaging and page structure failed to resolve uncertainty at the moment of decision

Behavioral Diagnosis

• The issue was not lack of interest. Users were engaged but hesitant — and the experience did not provide enough clarity or confidence to move forward.

Strategic Application

• Shifted focus from increasing traffic to improving decision clarity
• Recommended restructuring key pages to reduce ambiguity and reinforce next steps
• Aligned messaging to directly address hesitation at the point of conversion