Changing a horizontal to a vertical booking form

Arenaturist
Home
April 2014
+38%
revenue
Control and variation

+38%

A
B
Control 0.23% CR
Control A
Variation 0.32% CR
Variation B
Arenaturist is a leading hotel and resorts chain in Croatia, managing 19 properties.

 

Hypothesis

  Changing to vertical booking form leads to higher conversion rates

Results

Test Visitors Conversions CR
A 38121 87 0.23%
B 37770 119 0.32%

Learnings

The vertical booking form was more effective. Possible explanations:

  • The vertical flow is more natural and easier to use.
  • Other major players in the travel industry (Expedia, Booking) also use vertical booking engines – people are used to it.

Test details

Test element Form
Page type Home
Test date April 2014

Website information

Company Arenaturist
Website www.arenaturist.com
Market Travel
Test result
Test element Form
Page Home
Result +38% revenue

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