Case Study: Hotwire achieves higher mobile web conversions and bookings with Optimizely

Hotwire Optimizes Mobile Web Experience to Improve Bookings

Hotwire, an Expedia, Inc. company, helps travelers book hotels, cars, and flights across web and mobile channels. Pauline Marol, Hotwire’s Lead Product Manager for Site Optimization, runs a team that runs hundreds of experiments to improve conversion rates; when the Cars mobile web pages—unchanged for years—rose to the top of the priority list, the team set out to boost click-through and conversion metrics by addressing the outdated mobile experience.

They ran a simple A/B test comparing the original page to one redesigned to mirror Hotwire’s mobile app look and feel, keeping content and usability largely the same but updating visual and interaction cues. The variation outperformed the control, becoming the team’s biggest win of the year; the result energized further refinement and plans to apply the mobile-web learnings across other Hotwire products.

Hotwire

Pauline Marol

HOTWIRE