Booking and the online experiments & freedom of choice
Posted: Tue Jan 28, 2025 9:42 am
The implementation and measurement of online experiments were also the focus of Lukas Vermeer's presentation.
As Head of Experimentation, he gave us an exciting insight into the world of live tests on one of the largest online booking platforms: Booking.
com. Like the previous speaker, Vermeers also pointed out to the audience that this is primarily about culture and people.
What stuck in their minds was the corporate culture of "freedom of data-driven decisions". In concrete terms, this means that the UX designer at Booking.
com had already put an idea that came to her rcs data greece during her morning coffee live by lunchtime! The employees have this level of autonomy and self-determination to make such decisions.
However, a systematic approach is important here:
First, you identify a problem
Then formulate a data-based hypothesis
And on this basis creates a testing
“Nothing is released without experimentation”
Let's take the classic example of button color: Of course, there are one or two studies that show what effects certain colors can have in certain cultures.
However, you don't just change the color from yellow to blue; instead, you follow the steps above.
The CTA (call-to-action) is not clicked often
Based on this data, such as a low click-through rate, a hypothesis is made: the contrast of the yellow button is not strong enough in the overall layout, so many users do not recognize it.
If we use a darker color like blue, the user will recognize the CTA better, which will lead to more clicks.
Makes sense, doesn't it?
Recognizing cognitive distortions and breaking resistance to change
Next it was Dr. Nicole Lipkin's turn with her talk " Harnessing the Power of Mental Agility: Tapping into the Science of Change" .
As Head of Experimentation, he gave us an exciting insight into the world of live tests on one of the largest online booking platforms: Booking.
com. Like the previous speaker, Vermeers also pointed out to the audience that this is primarily about culture and people.
What stuck in their minds was the corporate culture of "freedom of data-driven decisions". In concrete terms, this means that the UX designer at Booking.
com had already put an idea that came to her rcs data greece during her morning coffee live by lunchtime! The employees have this level of autonomy and self-determination to make such decisions.
However, a systematic approach is important here:
First, you identify a problem
Then formulate a data-based hypothesis
And on this basis creates a testing
“Nothing is released without experimentation”
Let's take the classic example of button color: Of course, there are one or two studies that show what effects certain colors can have in certain cultures.
However, you don't just change the color from yellow to blue; instead, you follow the steps above.
The CTA (call-to-action) is not clicked often
Based on this data, such as a low click-through rate, a hypothesis is made: the contrast of the yellow button is not strong enough in the overall layout, so many users do not recognize it.
If we use a darker color like blue, the user will recognize the CTA better, which will lead to more clicks.
Makes sense, doesn't it?
Recognizing cognitive distortions and breaking resistance to change
Next it was Dr. Nicole Lipkin's turn with her talk " Harnessing the Power of Mental Agility: Tapping into the Science of Change" .