SKYSCANNER Homepage Audit
Skills: UX Writing
As a peer-graded project, I audited Skyscanner’s homepage from a UX writing perspective.
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Meta information
Issue: The meta title character length is too long.
Suggestion: Remove “| Skyscanner” to drop character length down to 58.
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Hero + Navigation sections
Issue #1: There are two globe icons but both represent different actions. The navigation icon refers to page language while the button globe refers to flights.
Suggestion #1: Change navigation globe icon to country code letters.
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Issue #2: Button text “Explore everywhere” is unclear. The link directs users to the Flights homepage, but the word “Explore” encompasses all aspects of travel.
Suggestion #2: “Explore flights to anywhere”, “Explore all flights”, “Explore flights to everywhere”.
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Image section
Mobile view
New image suggestion
Issue #1: The image is dark, hiding the main focal point which should be the “stay” or “hotel” being promoted.
Suggestion #1: A brighter image focused more on the stay. (See image suggestion below.)
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Issue #2: Copy doesn’t align with intent. “Wanderlust” would pair better with flights instead of hotels. “Epic hotel deals” in the sub heading could be more prominent.
Suggestion #2: “Where to next? Discover epic hotel deals from around the world”, “Travel more, spend less. Find amazing hotel discounts worldwide”, “Affordable stays await. Explore the world with epic hotel deals”.
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Issue #3: Button CTA copy could be better. “Room” sounds like a place to sleep, not a place to stay.
Suggestion #3: “Discover your next stay”, “Find your stay”.
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Issue #4: The image card is not optimized for screen responsiveness. The hotel icon and copy gets cut off. White text is also hard to read and it’s not obvious to the user that the card is clickable.
Suggestion #4: Create a new image for mobile or move the hotel icon to stay sticky on the left so it’s always visible. Include the button CTA but make the entire card clickable.
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FAQ section
Issue #1: The H1 copy does not reflect the section. It’s a statement, while this section is FAQs and they aren’t all related to booking flights.
Suggestion #1: Change H1 copy to “Skyscanner FAQs”, “Booking with Skyscanner FAQs”, “Booking FAQs”.
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Issue #2: Paragraph copy under FAQ headings is inconsistently formatted and difficult to follow. Some sections include bold text while some include hyperlinks. Some bold text ends with a period, some do not. “Save money and time Whether it’s…” vs. “Search Everywhere. Go Anywhere. Want to go…”
Suggestion #2: Include more hyperlinks to make it easier for users. Add periods after bold text.
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Popular links section
Issue #1: This entire section does not make sense. It’s unclear how the links relate to each button tab.
Suggestion #1: I would need to speak to the team at Skyscanner to understand the main purpose of this section. I think changing the H1 to “Top searches” would be a good start.