A/B testing (sometimes knowns as split testing) is comparing two versions of web page to see which performs better. To find the better version, you split traffic between two versions at the same time and have a success metric in mind. After you’re done, you take the successful version and keep it for real-world use.
While many hotel sites simply don’t get the traffic to run a statistically significant A/B test, larger ones will (here’s a quick calculator to find out if you qualify). If you’re a hotelier with a large volume of traffic to your website, you need to be A/B split testing. Why?
Just like the fashion industry, the hospitality industry is constantly evolving. New consumer trends and marketing practices always emerge. The question is:
Can those trends and practices help you drive more bookings?
A/B testing helps you find the answer to that question.
By using real-world data, it eliminates guesswork from the equation. You get actionable insights you can use to maximize hotel bookings.
In today’s post, you’ll learn you how to use A/B split testing to create higher-converting special offers.
Let’s get started.
Have you ever heard of Aikido? It’s a martial art that focuses on using minimal energy for maximum results. Instead of trying to force your opponent into submission, you simply step back, and use the momentum from his incoming attack to put him on his back.
So what does this have to with A/B testing?
Quite a lot, actually.
A/B split testing is like the Aikido of marketing, because it lets you use the momentum from your existing traffic to get way more. Think of it as the dedicated hotel marketer’s shortcut to more direct bookings.
You can spend thousands on acquiring more traffic to increase bookings – or you can boost bookings by tweaking your conversions with existing traffic.
This type of conversion-oriented testing has led to rapid growth and millions in revenue.
Following a scientific process for testing is essential. It’s what leads to undisputed data that spikes conversions, so you don’t need to wonder if you’ve tested for long enough or if your results are significant.
Now, a “scientific process” may sound a little intimidating…but it’s not. The process is pretty straightforward and rewarding. Here’s what it looks like:
Every A/B test will be unique, but common elements for testing are:
Before you A/B test your special offers (or anything else) keep the following in mind:
We’ve covered the basics of split testing. Now let’s look at how to use it to boost the power of your special offers.
Your design plays a huge role in the conversion process, especially since we’re in the hotel business. It helps potential guests subconsciously form judgements about:
A case study from Mindvalley shows how powerful a simple design change can be. In their A/B test, they tested this header image:
Against this variation:
Not exactly a huge change, is it?
Well, this small design tweak boosted conversions by a huge 230%.
If you want to amp up conversions for your special offers, design is a good place to start.
Your offer may be attractive, and it may appeal to your guest, but that doesn’t mean you’ve won your guest over.
This is where social proof can be a great aid.
Social proof tips the scales in your favour, because people are likely to trust impartial reviews and testimonials. When testing social proof in your offers, be sure to test different types of social proof for maximum impact.
Are guests more responsive to written testimonials with pictures? Or are they more receptive to a Groupon-style numeric representation of people who’ve taken a specific offer? Or would a star rating work better?
You’ll have to test to find out.
Ask any copywriter and he’ll tell you that having a powerful headline is essential.
This is because your headline is responsible for hooking attention. If it fails to click with your potential guest, he won’t be motivated to look at your offer.
Your offer headline needs to convey value. And the only way to find out what your guests value the most is to test out the different options. In a case study by VWO, they switched the headline from “Men’s Clothing” to “Order Men’s Clothing Easily for Bargain Prices”.
The results?
A 127% increase in conversions.
Can you guess why the headline worked better? If you said “because it communicates more value,” you’re right.
A good example of a hotel offer headline comes from The Fitzwilliam Hotel Dublin:
To help yourself come up with better headlines, start by placing yourself in your guest’s shoes. Ask yourself: “Does this seem enticing?” “Would it catch my attention if I was casually scrolling down?” and proceed from there.
“The biggest change on the page doesn’t necessarily result in the biggest lift.” -Michael Aagard, Conversion Rate Optimization Consultant
Your call-to-action is one of the most important page elements. It may be a small one, but it can yield big changes in conversions.
For example, in this case study by Dmix, simply changing CTA button colour from green to red yielded a 34% increase in conversions.
In this study by contentverve.com, changing one word in CTA button copy boosted conversions by 90%.
When A/B testing your CTA button, you can test:
A/B testing is a powerful way to engage potential guests and drive more bookings, but it isn’t a one-off event. You can’t expect major results from your first few tests.
Instead, think of A/B testing as a process. You have to be constantly testing new things to grab the most out of your traffic.
If you are to take one point from this post, it would be this:
Always be testing!
