Changing a horizontal to a vertical booking form

Arenaturist
Travel
Home
Ease of use
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.
Company Arenaturist
Website www.arenaturist.com
Market Travel
Test data
Test element Form
Page Home
Conversion principle Ease of use
Result +38% revenue

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