Case Study: Alpharooms achieves agile, actionable customer feedback for A/B testing with Mopinion

Alpharooms selects Mopinion software to aid in customer experience initiatives

Alpharooms, a leading UK discount travel site with deals for over 220,000 properties, faced a commoditised market where price alone wasn’t enough to win customers. While analytics answered who, what, when and where, the team lacked insight into why customers behaved as they did. They needed a flexible, mobile-friendly feedback solution with multiple form types, intelligent mix of qualitative and quantitative questions, and dashboards to avoid manual analysis — so they switched from Hotjar to Mopinion.

Mopinion provided configurable forms, advanced tagging and dashboards, and reduced developer dependency, allowing Alpharooms to embed feedback into A/B tests, trigger forms via cookies, and link responses to transaction and segment data. The result was faster, more actionable customer insight across channels, better integration with testing programs, and a clear ROI in value-for-money and support — with AI-driven sentiment analysis slated next.

Alpharooms

Simon Kennedy

Head of CX