Case studies

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.

Project Overview

How a Leading Hospitality Group in Singapore Leveraged A/B Testing to optimize user engagement and customer journeys across their various hotel booking websites. Through a comprehensive A/B testing experimentation roadmap, the group successfully enhanced overall website user engagement and optimize their user experience.

Goals:‍

  • The group aims to enhance user engagement on the hotel booking website by improving user interface and experience, making the booking process more seamless and intuitive.
  • The group envisions increasing visits to its property detail pages and booking engines.
  • Their secondary objectives include increasing clicks on View Hotel CTA, and Check Rate CTA which reflect user engagement and product discovery on the website.
  • This is with the ultimate goal to increase number of bookings and revenue for the business through optimizing the booking process.

‍

‍

Project Execution

  • The group partnered with Sparkline and optimization platform, VWO, to run an A/B experiment tailored to their requirements, following a structured experimentation life cycle approach.
  • Together with Sparkline, they began with analysing the need to increase visits to the property detail page, specifically aiming to increase visits to the booking engine.
  • The group developed a hypothesis that based on the data on the top 4 hotels that are booked per country, displaying these on top of the list would encourage site engagement and product discovery.
  • The official A/B test involved targeting a custom hotel list by country (United States, United Kingdom, Malaysia, Japan, Australia, Singapore, India).
  • Post-going live, Sparkline monitored the experiment results closely analysing metrics on VWO including Visitor Type, Device Type, Conversion Rate, View Booking Engine for more in-depth observations.

Project Results

  • The experiment results were deeply fascinating, showcasing very distinct outcomes across various countries, namely United States vs Singapore as an example.

United States

  • The A/B test on US was close to the minimum Probability to beat the experiment threshold of 90%, indicating that this modification has a strong potential to improve user engagement.
  • The experiment also performed exceptionally well with new visitors, achieving a Probability to Beat of 95.19%.

Singapore

  • However, the A/B test on SG did not have any improvement when observing the data, without any significant differences in new visitors on the site as well.

With these observations, Sparkline recommends the group to rollout the above modification to countries that performed significantly well such as in the case of US, to increase overall user engagement, visits to the property detail pages and hotel booking engines eventually.

More case studies

Browse all case studies
January 9, 2025

How a Charity Improved Paid Search Traffic and Data Accuracy Through Server-Side Tagging (SST) Implementation

A prominent essential health and support services charity, which provides crucial medical response, community health programs, and first aid training. With a commitment to enhancing health and well-being, this charity plays a vital role in supporting communities nationwide

Browse case study
December 16, 2024

How Singapore's Leading Hospitality Group Optimized Masthead Booking Widgets Through A/B Testing to assess impact on Conversions

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.

Browse case study