Optimized Checkout Messaging to Drive Bookings


  • Pages: Hotel detail pages
  • Goal metric: Revenue per session
  • Experience type: A/B testing
  • Industry vertical: Premium booking site

Illustration showing two versions of a hotel details page. One version has a 'CHECK PRICES' button, and the other has a 'BOOK NOW' button


A premium hotel bookings site wanted to optimize the language on hotel detail pages to drive bookings as its team noticed that a significant number of visitors were dropping off at this stage to check for deals elsewhere. The team decided to test the language on call to actions to be more assertive and to drive a sense of urgency.


The variant with the text "Book Now" was the clear winner, resulting in a 35% lift in average order value and a 40% lift in revenue per session.