Mid Funnel
Lokki is a French rental marketplace connecting individuals and businesses — allowing anyone to list, discover, and book equipment, vehicles, and gear locally.
We have revamped renter's and product's page to display truly important informations and increased both number of items added to basket and conversion.
In early 2025, Lokki shifted its strategy. We identified that the Rental Place, where people can discover renters and book products from them, was a stronger opportunity for the company's growth and revenue than the SaaS MRR model.
However, the Rental Place was far from being a real marketplace. Compared to references like Airbnb, Getaround or Tripadvisor, the experience was lacking.
So we decided to redesign one of our most important traffic sources: the renter page.
After several hours spent on session replays and interviews, we got a clearer picture of what was wrong: users quickly want to see products and prices, know where the renter is located, and whether they can be trusted (user reviews were the number one priority).
We then spent some time understanding the layouts and patterns of the most successful marketplaces, and we started to craft what would become our new renter and product pages.
Mid Funnel overview
Traffic coming from SEO and SEA was quite important. In the mean time, we had a truly good conversion rate in the last steps of the booking funnel (information, insurance, payment etc.). On the other hand, we were loosing several users in the mid funnel (renter page and product details).
Initial implementation
All important information was either hidden or absent. Everything was huge (pictures, typography etc.)
SEO perspective
We didn't even have a proper product page. That was a missed opportunity from SEO perspective.
Benchmark
We spent several hours benchmarking marketplaces best practices.
Prioritization
A StoryMap workshop helped us prioritize impactful elements: better products display, clients reviews, renter rating and useful information.
First ideas
From there, the first layout and structure then took shape.
Catalogue
On the renter page, several elements and details improved the experience: products grid structure, search, filter, quick booking CTA and reassurance information.
Clients reviews
We also displayed clients reviews, which was a crucial element for trust (Especially within a marketplace you don't know).
Map
Since most of our users rent during their vacation, it was important to show where the renter is located.
Product Page
User research showed us that several option like delivery and instant booking was something that mattered for our users.
Cart
Last but not least, we built from scratch a cart feature, a crucial step for Lokki to reach marketplaces standards.
Mobile version
As half of the traffic comes from mobile, the new funnel is obviously optimized for smaller devices.
After a few days of A/B testing, then a full 100% rollout, the success was obvious: we increased the number of items added to the basket by 17%.
We also increased traffic on the Rental Place by turning the product modal into a real page, which had a positive impact on SEO.
Please note that these projects are highly confidential and might be still work in progress.
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