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 |
Change |
Significance |
| A |
38121 |
87 |
0.23% |
– |
– |
| B |
37770 |
119 |
0.32% |
38% |
98% |
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
