Case studies

How Singapore’s Leading Hospitality Group Leverages A/B Testing to gather insights on how their booking widget influences user interactions

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 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 expanding the booking widget on their website and making more content visible impacts user interactions.

Goals:

  • The group would like to evaluate if increasing user interactions on their hotel booking website by expanding the booking widget, ensuring more content is visible and easily accessible, would impact customer decision-making and overall booking behaviour.
  • The group's primary objective is to boost clicks on the 'Check Availability' CTA, leading to more users accessing the booking engine.
  • Its secondary objective is to evaluate if improving engagement with the booking widget would increase views of the booking engine and ultimately lead to higher overall conversions.

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.
  • We first began with analysing the need to increase visits to the booking engine, via the booking widget when users land on the website landing page.
  • The group developed a hypothesis that showing an expanded booking widget will increase overall conversion rate.
  • The official A/B test involved a Control (Original): with booking widget in a collapsed state and a Variant 1: with booking widget expanded.
  • 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 result were remarkably positive, showing substantial improvements in a short timeframe.
  • The A/B test identified Variant 1 as the superior option, with a 100% probability to beat baseline. Comparing Conversion for users who clicked on the 'Check Availability' CTA and viewed the Booking Engine, Variant 1 definitely succeeds demonstrating a Conversion Rate of 17.7% vs the Original at 11.16% only.
  • This result suggest that the modification has significant potential to achieve the group's objectives by enhancing user engagement and interaction with the booking widget.
  • Based on these observations, Sparkline strongly recommends that the group roll out this modification to boost visits to the booking widget and encourage more clicks on 'Check Availability, with the ultimate goal of increasing bookings on the site.

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