Case studies

How a Leading Hospitality Group in Singapore Leveraged A/B Testing to explore how Removing a CTA Increased Engagement with Hotel Listings on their website.

A leading hospitality group in Singapore has built a strong reputation within the industry. The group offers a diverse portfolio of residences and brands catering to various market segments. Driven by a commitment to exceptional service and memorable hospitality, the group continues to set benchmarks for quality and innovation.

Project Overview

How a Leading Hospitality Group in Singapore Leveraged A/B Testing to evaluate the impact of modifying CTA elements on user interaction with key content sections.

GOALS:

  • The group aims to enhance user engagement and streamline the booking journey by optimizing its promotional deal pages. Through this experiment, the group sought to determine whether removing the "View More" CTA would improve interaction with participating hotels.‍
  • Primary Objective: The group aims to drive higher engagement with participating hotel listings by increasing user clicks on the Participating Hotels CTA.
  • Secondary Objective: The group aims to improve the transition from hotel listings to the booking engine, ultimately increasing visits to the booking platform.

Project Execution

Sparkline and the group analyzed user engagement on key campaign page, conducting A/B testing, with VWO tracking key engagement metrics.

APPROACH:

  • Sparkline and the group initiated the analysis by evaluating user engagement on the key campaign page. VWO observed that the Participating Properties section featured a "View More" button, but interaction with it was minimal.
  • The group developed a hypothesis that pre-expanding the list of participating hotels would lead to increased engagement with hotel listings and potentially more visits to the booking engine.
  • The official A/B test involved a Control (users had to click "View More" to expand the list) and Variant 1 (list was pre-expanded, removing the need for user interaction).
  • The experiment targeted all visitors landing on the website with traffic evenly split between the Control and Variant 1.
  • Post-going live, Sparkline monitored the experiment results closely, analyzing key metrics on VWO, including engagement levels, click-through rates on the Participating Hotels CTA.

‍

Project Results

The pre-expanded list boosted mobile engagement ,supporting a rollout despite more scrolling. On desktop, it’s not recommended as users engaged mostly with visible hotels.

‍

  • The experiment yielded key insights across both mobile and desktop platforms, providing a clearer understanding of user interaction patterns with the Participating Properties section.
  • Mobile Findings:
    • Higher Engagement: Variant 1 outperformed the control for both primary and secondary metrics. Strong Probability of Success: Variant1 had a 99.87% probability of outperforming the baseline.
    • User Interaction with Expanded List: The majority of users engaged with hotels listed under the expanded section, with 94% clicking on these hotels.
  • Desktop Findings:
    • Moderate Performance: Variant 1 showed some improvement over the control for both primary and secondary metrics. Lower Probability of Beating Baseline: The probability of success was 57%, indicating limited impact.
    • User Interaction with Expanded List: 56% interacted with hotels under the expanded section, suggesting that many users still focused on the initially visible properties.

‍

Based on the above insights, the group can confidently roll out this change for mobile, given its strong performance in driving engagement. However, the potential impact on page length should be considered, as the pre-expanded view may require more scrolling. For desktop, rolling out this change is not recommended. The data suggests that users primarily engage with the initially visible hotels and only click "View More" when necessary, meaning the pre-expanded view does not provide a significant improvement to the desktop experience

More case studies

Browse all case studies
May 19, 2025

Sparkline Enhances User Interaction Tracking on Media Prima's New Straits Times Website to boost Content Insights.

Media Prima aims to track user interactions with the "What to Read Next" and widget sections of the NST website, capture article views and clicks as eCommerce events for deeper user behavior analysis, and implement a clear data structure in GTM and GA4 to ensure accurate reporting and actionable insights

Browse case study
March 11, 2025

How a Leading Singapore Hospitality Group Used A/B Testing to Enhance User Engagement and Optimize the Booking Experience.

A leading hospitality group in Singapore has built a strong reputation within the industry. The group offers a diverse portfolio of residences and brands catering to various market segments. Driven by a commitment to exceptional service and memorable hospitality, the group continues to set benchmarks for quality and innovation.

Browse case study