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
The variant was less effective at increasing bottom-line conversion rate, with a -13% dip. However, this test achieved its secondary objective of driving visits to the next step in the funnel, boosting the clickthrough rate by 14.8%. This result was statistically significant at 94% confidence.
Decisions to Implement
None for the moment. CVR likely dipped because we were driving a deal more sessions through to the Checkout page, which wasn’t being optimized. Future tests will focus on that last step while hiding the breakdown table.