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Showcase House of Travel – A/B Testing

43.3% Increased Interaction on 'Enquiry' Triggers


House of Travel has been helping Kiwis see the world for almost 30 years and is one of New Zealand’s most successful providers of travel experiences. House of Travel is also a leader in travel technology, offering an award winning website allowing users to compare and book airline flights and holidays in an instant and now offers the HOT travel app which gives you access to all your travel requirements, where ever and whenever you need.


"Being Seen" - Step #1 to improving conversions

House of Travel partnered with FIRST with business objectives of increasing enquiries, improving user experience and increasing revenue. Browser analytics indicated that most people may not be able to see the 'Enquire Now' button on individual deal pages. This was thought to be negatively affecting total online enquiries.


A/B Test for the Win

To begin optimisation, FIRST needed to know what visitors are doing and why. Research and analysis were conducted to gain valuable insights on user behaviour on the site and increase online conversions. Using Optimizely, FIRST implemented an A/B test that resulted to:

  • 43.3% - increase in number of people clicking on 'Enquire Now' button
  • 7.2% - increase in clicks on the enquiry form 'Submit' button

  • These uplifts were positive for both desktops and mobiles.


    "FIRST continue to deliver invaluable conversion growth for our business and we have already implemented various recommendations validated through A/B testing to enhance our visitors' user experience and assist the online booking process. They continue to be a valuable partner and trusted advisor to us."

    Mike Williams
    Analytics & SEO Manager
    House of Travel

    DOWNLOAD THE FULL CASE STUDY HERE >>

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    E. info@firstdigital.co.nz

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