Case studies

How Singapore’s Leading Hospitality Group Leverages A/B Testing to optimize their user engagement and customer journey

Singapore's leading hospitality group used A/B testing with Sparkline to optimize their booking websites, discovering that removing room rates on Property Detail Pages significantly improved user engagement and increased visits to the booking engine and bookings, particularly for new and mobile visitors.

Project Overview

How Singapore's Leading Hospitality Group Leverages A/B Testing to optimize their user engagement and customer journey across their various hotel booking websites. Through a comprehensive A/B testing roadmap, the group successfully gathered insights into how room rate visibility affects user engagement and optimized their booking websites accordingly.

About the Organization:

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.

Goals:

  • The group aims to enhance user engagement on its hotel booking website by improving the user interface and experience, making the booking process more seamless and intuitive
  • They seek to evaluate whether displaying room rates on Property Detail Pages would impact customer decision-making and overall booking behavior
  • The primary objective is to increase visits to the booking engine, with secondary objectives focused on encouraging users to click on ‘Room Details’ and boosting the overall number of bookings.

Project Execution

  • The group collaborated with Sparkline and an optimization platform to run an A/B experiment tailored to their specific needs, following a structured experimentation lifecycle
  • The initiative began with analyzing the need to increase visits to the booking engine via certain detail pages when users navigate the site. They developed a hypothesis that not displaying rates for each room type on these pages could assist customers in their decision-making process
  • The A/B test included a Control (with room rates displayed) and a Variant (without room rates displayed).
  • After the test went live, Sparkline closely monitored the experiment results, analyzing metrics such as Conversion Rate, View Booking Engine, and dimensions like Visitor Type and Device Type for deeper insights.

Project Results

  • The experiment results were remarkably positive, showing substantial improvements in a short timeframe.
  • The A/B test identified Variant 1 as the superior option, with new visitors exhibiting a 99.03% probability of outperforming the control group, and mobile visitors demonstrating an even higher 99.53% probability of outperforming.
  • These results suggest that the modification has significant potential to achieve the group's objectives by enhancing user engagement and interaction with the Property Detail Pages.
  • Based on these observations, Sparkline strongly recommends to roll out this modification to boost visits to the booking engine and encourage more clicks on 'Room Details,' with the ultimate goal of increasing bookings on the site.
  • While displaying rates on hotel detail pages is a standard recommendation within the hospitality industry, this test showed us that what is typical may not always be applicable for this particular group.
  • The unique behavior of this group's users suggests that they may be looking for different types of information or interactions, highlighting the importance of tailoring user experiences to meet specific audience needs.
  • By adopting these modifications, the group can enhance user engagement and drive more bookings, aligning with their goals in a way that best serves their unique user base.

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