The primary variation's observed conversion rate 2.68% is 1.9% higher than the control's conversion rate 2.63%, based on 3,392 sessions.
Description / Hypothesis
Removing the arbitrary price breakdown from Hotel detail pages will improve the user experience on those pages and reduce confusion, which will boost both clickthroughs to the Checkout page and conversion rate.
Post-Mortem Analysis
Key Learnings
Control CVR: 2.63%
Variant CVR: 2.68%
Lift: +1.9%
Stat sig? NO — 54% confidence
Control AOV: $440.87
Variant AOV: $440.42
Lift: -0.1%
Stat sig? NO — 51% confidence
Control Revenue per Session: $11.59
Variant Revenue per Session: $11.80
Revenue per Session Lift: +$0.21