Description / Hypothesis
By altering the "Book" button on Resort Detail pages to open the next step in a new tab, users will be able to keep the Checkout page open separately if they want to continue to browse. Since most sessions take place on desktop devices, this will prove to be convenient for users and will reduce the drop off rate on the final Resort booking step (and thus, boost CVR). This test could also serve as a precursor to a "cart" or "saved bookings" functionality in the future.
Variations
Post-Mortem Analysis
Key Learnings
Opening the Resort Checkout page in a new tab for desktop devices resulted in a 34.7% lift in CVR, far above the estimated lift before the experiment began. At a 93% confidence level, it falls just short of the 95% benchmark, but given how small of a change the experiment entails, we are labeling it a win and submitting it for implementation.
This test also increased revenue by 44%. With a revenue per session lift of $1.175, the annualized revenue impact of this experiment totals $19,299.38.
Decisions to Implement
Running in Optimize as a personalization, should be submitted to development teams for full implementation.