Case studies

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.

Project Overview

How a Leading Hospitality Group in Singapore Leveraged A/B Testing to Optimize User Engagement and Customer Journeys Across Hotel Booking Websites. Through a comprehensive A/B testing roadmap, the group tested the impact of hiding the booking widget on the masthead on visits to the booking engine from the homepage, successfully gathering insights to optimize their booking websites.

Goals:‍

  • The groups primary objective is to test if hiding the masthead booking widget, due to the lack of visual presence, results in a decrease in visits to the booking engine.
  • The secondary objective is to determine if this change influences purchases, ensuring that any changes to the masthead align with overall business goals.

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 experiment was designed to validate feedback regarding the masthead booking widget's visual appeal and its potential impact on conversions. This focus on understanding user behavior and feedback drove the entire approach.
  • The group developed a hypothesis that hiding the masthead would impact user engagement and overall conversions.
  • The official A/B test involved a Control (original masthead displayed) and a Variant 1 (masthead hidden).
  • This experiment was also conducted across the group's main website as well as its subsidiary brand.
  • Post-going live, Sparkline monitored the experiment result closely analysing metrics on VWO including Device Type, Visitor Type, Conversion Rate for more in-depth observations.

Project Results

  • The experiment results were consistent across both websites where it was conducted.
  • The A/B test revealed that the Original variant (with the masthead booking widget) achieved a conversion rate of 13.41%, compared to Variant 1 (without the widget), which recorded a slightly lower rate of 13.39%. The Original variant garnered 48,843 visitors and 6,548 conversions, while Variant 1 had 48,199 visitors and 6,455 conversions.
  • This slight decrease in CVR for Variant 1 aligns with the hypothesis that removing the widget could reduce user engagement and visits to the booking engine thus overall conversions.
  • Additionally, the removal of the widget correlated with a slight decrease in visits to the booking engine, further supporting the initial hypothesis. The Original variant maintained a 47% probability of outperforming the baseline, indicating no outperforming significant advantage in removing the widget.
  • Based on these observations, Sparkline does not recommend rolling out this experiment. Instead, if the group moves to a permanently expanded booking widget, it could consider completely removing the masthead booking widget to streamline the user experience and encourage greater engagement with the booking process.

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