Figures: Chapter 9 – Ancillary Options examples

Why are we struggling with selling ancillaries on mobile?

The case study company’s first pass at ancillary sales on mobile was simply a screen within the bookings journey listing all the ancillary options and descriptions. When studying this screen with Zone-based Heatmaps, the reason for low ancillary sales became clear. Travelers were not engaging with the options. Most were scrolling swiftly to find and tap the button to advance to the next step.

Figure: Illustration of the app screen for choosing ancillary options