By Luke Hardwick
June 11, 2019
When your brand or site goes through a significant change, it’s a good idea to rerun some of your A/B tests to see if they still return the same benefits you expect. After this brand separated from a former partner, they saw an opportunity to rethink their top navigation. They had A/B tested the same design variation before and saw flat results, but knowing that a major brand shift can also change user behavior, they iterated and ran the A/B test again.
This brand is a high end hotel company with a collection of historic estate hotel around the UK. They separated from a partner brand, and so wanted to reimagine certain site features and promote their own loyalty program.
The A/B Test
On the control version of the website, the navigation menu and booking widget were hidden once a user logged into their rewards account. A previous A/B test comparing the hidden menu against a visible one showed neutral results. This A/B test was a second iteration after the brand change.
In this iteration, the brand maintained its full navigation menu and booking widget even after users logged into their rewards account. The team hypothesized that this would encourage further engagement and booking.
Results and Next Steps
This A/B test ran for 80 days, saw over 15,000 users and over 38,000 visits. The visible navigation menu and booking widget did in fact encourage more booking and engagement.
- Rooms and Rates engagement lifted by 5%
- Purchase increased by 5%
- Revenue increased by 5%
Upon seeing this significant wins, the brand decided to immediately serve the new Variation to all traffic, and they expect to see an additional ￡7,761 in revenue each month from this change. In light of the huge shift in user behavior metrics since splitting from their partner brand, the team will also rerun and reassess previous campaigns with neutral results.
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