Redesigned an embeddable travel-requirements widget,
increasing visa conversions 35% in 2 weeks.
Trip Element is sherpa°'s embeddable widget showing travel requirements (visas, COVID rules, restrictions) by passport and destination. It lived on partner airline sites as an API component — constrained by partner space limits and API boundaries. The product had to balance clarity and trustworthiness while adapting to constantly changing government regulations across different markets.
Turn a passive info widget into an active sales channel.
Replaced a plain CTA button with an informative card showing destination, visa type, and price. Moved visa section to first position, open by default. Designed to scale — processing time slot already built in.
ShippedAdded processing time to each visa card. Users didn't click more — they just bought more. Quality signal over quantity signal.
Shipped
Added "change passport" to the header to avoid cluttering the visa section — critical for partners with strict space constraints on their sites.
ShippedShowing the visa price upfront on the card filtered out window-shoppers before they clicked. Users who tapped through already knew what they were paying — 70% of activations converted to a purchase, a direct sign that informed clicks are higher-quality clicks.
Shipped
Tested messaging to justify buying through sherpa° vs. government portals. Speed and support didn't move the needle — users still preferred official channels.
DroppedVariant B showed the informative visa card with destination, type, price and processing time upfront. The control group saw the original plain CTA button with no context before clicking.
Activate — eVisa / ETA cohort, Variant B vs. Control
Complete purchase — Variant B vs. Control
~35% monthly visa sales increase — well above the 10% target. The card layout is extensible: we're already adding more data points without a redesign. Value props experiment failed cleanly and was dropped. The header improvement unblocked partner adoption without layout regressions.