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Increasing enquiry conversion

Increasing our couples enquiry conversion rate enables Bridebook to deliver more value to venues and maintain a healthy marketplace.

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Overview

​Bridebook is a global wedding marketplace with over 170,000 wedding venues and supplier for couples to explore. Bridebook provides couples the opportunity to get inspired, find their venue and plan their wedding with our tools for each step of the way.

Our core OKR for the quarter was to improve our enquiry conversion which is vital to the health of a strong marketplace. We use a specific metric along with funnel called first couple response rate. Which is the point at which a couple responds a second time to a venue and indicating its a strong lead. Our goal was to increase this from 23 - 27% (22% overall increase).

Role

- Head of Design

- Discovery lead 

- Product Management 

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Duration 

3 months

Background & Product offering 

Bridebook is a venue-focused marketplace connecting couples with their dream wedding venues and suppliers, with a strong focus on best-in-class discovery.

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Enquiry funnel analysis 

The enquiry funnel is our main focus for tracking a healthy marketplace, the core goal for this project was to increase our first couple response rate but 20%.

Research insights summary

After reviewing couples sentiment from the last 3 months of NPS responses alongside recent couple interviews it was clear after running a thematic analysis the core four areas that couples wanted during their browsing phase.

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Problem space deep dive

I ran workshops with engineers, product, and data teams to identify high-impact, low-effort opportunities. With improved pricing emerging as the front-runner, we explored using AI to accelerate pricing data generation across thousands of profiles.

Considering core UX principles

This feature applies UX and behavioural principles, using progressive disclosure in the pricing calculator to reduce cognitive load at each step and help improve conversion.

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Final feature overview

See the user flow below by clicking through the three steps from viewing the venue profile, setting up estimator and viewing the results.

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Venue profiles

  • Providing a entry point on venue profiles in context of browsing a venue saw the strongest results in moving on to send an enquiry

  • We also added a task to their onboarding checklist to encourage users to test out the estimator. This helped contribute to a 8% in week one retention for users that used this tool

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Pricing estimate summary

  • Showcasing an overall view of all pricing options available for venues is an industry leading feature for couples. They can now compare in seconds against other venues that was traditionally done across excel spreadsheets

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  • Each estimate is saved intuitively in the users inbox and the venue is favourited instantly. We saw an 24% increase inbox visits post release of the estimates

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Favourite comparison

  • We quickly iterated on adding the estimator to the favourites area so couples could compare side by side 

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  • This completed the optimal user journey from viewing a profile, generating an estimate, messaging and then booking a viewing

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  • 15% increase in visits to the comparison feature and with 85% of those users going onto book a venue shows they are high intent

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Impact post release

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Iterative development post MVP

Once we saw the initial positive impact I broke down the sequencing into four release cycles.
 

Step 2 - Cover more edge cases, help advertise the feature to more users (Awareness)

Step 3 – Let users compare venues in the favourites tool to boost confidence and booking likelihood.

Step 4 - Improve guidance on budgeting and average spends across the app to reassure couples further

Key learnings

AI prototyping vs Early iterations

  • Experimenting with vibe coding tools for the first time on this project, helped PMs and engineers share ideas early.

  • Also allowing designers to create interactive prototypes quickly to validate early with users to save multiple additional iteration loops.

  • Time intensive to migrate to figma design files after but new updates coming soon will allow editing straight from vibe coded prototypes.

Unclear on wider market impact

  • This feature was released to multiple counties in the UK market (500 venues) to understand the impact on metrics ahead of wider release.

  • Our access to pricing data for some markets isn't as accurate so its unknown on how we want to handle venues with a lack of pricing info, further incentives might be needed.

Extra brand moments

  • Due to the need to validate the initial hypothesis of providing uniform pricing information across venues throughout the year would lead to higher number of quality enquiries.

  • We aimed to keep the UI simplied and build on this post test. We will look to bring more memorable brand moments through in the next iterations, alongside push and email campaigns to further announce the feature.

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