Travel Site Homepage A/B Test: Did ‘Popular Vacations’ or ‘Last Minute’ Trips in the Right Column Increase Unique Sales?
The versions were nearly identical except for two changes, the right column’s headline and adding a ‘soonest departure date’ by each trip in that column.
Note: KRAS decided not to implement the winner because the revenue increase didn’t warrant it for them. However, if their primary business goal had been converting more unique shoppers, it might have been worthwhile.
This test shows the importance of surveying visitors to see what they really want from your site; measuring both the bulk and value of your conversions; and understanding your company’s main bottom line goal when you pick a winner.