Feedback collected across the booking funnel kept returning to one complaint. On the payment page, a quarter of it was rate confusion — uncertainty about the total cost and what was included. On rate selection it was the top category again. People could not tell what a room actually cost.
I built the case for changing that page and ran it as an A/B test. Three challengers went up against the control; the winner streamlined the page and opened the rate details by default, so the nightly rate, taxes and fees were visible without a click. It lifted booking conversion 6% on IHG and 5% on Holiday Inn Express, and shipped to all traffic on both brands.
Booking conversion on the IHG site, with revenue per visitor up 5%. The winning experience now serves all IHG and Holiday Inn Express traffic.
Estimated annual incremental revenue on the IHG site, from nearly 122,000 additional bookings
Estimated annual incremental revenue on Holiday Inn Express, from roughly 145,000 additional bookings
Projects split-tested in 2019 — 42% more than in 2018
The full write-up — process, screens and what did not work — lives on my portfolio.
