The problem
At a major travel platform we led an ongoing CRO initiative to increase the efficiency of marketing spend by improving user conversion rates and bookings while reducing paid media spend, identifying and implementing high-impact conversion opportunities within the booking flow.
- Needed to increase bookings and conversion rates while simultaneously reducing paid media spend
- Required identifying high-impact conversion opportunities within a complex booking flow
- Drop-off at the customer details page was a critical conversion blocker
What we did
A/B testing programme
- Conducted A/B testing to identify conversion opportunities in the booking flow
- Implemented quick experiments and rapidly deployed successful changes
Cart system innovation
- Introduced a cart system allowing users to add hotels to flight bookings in the same session
- Mimicked e-commerce UX patterns to reduce friction
The outcome
| Metric | Change |
|---|---|
| Conversion rate | +14.45% |
| Bookings (11,666 → 12,153) | +4.17% |
| Engagement rate | +1.93% |
What we learned
- Conversion rate increased 14.45% despite lower paid media spend
- Bookings grew 4.17% with reduced sessions, indicating higher-quality traffic
- The cart system drove a significant increase in cross-sell bookings
- Engagement rate improved by 1.93% with more meaningful interactions
Performance screenshots
