Case Study: KLM scales its test-and-learn culture and doubles A/B tests with Optimizely

KLM scaling its test-and-learn culture with Optimizely

KLM Royal Dutch Airlines, a digital pioneer in a highly competitive travel market, needed to scale its experimentation capabilities in 2017 as internal product teams demanded more data-driven decision making. With over 30 million annual bookers and a focus on building “Minimal Lovable Products,” KLM faced the challenge of running more frequent, reliable tests to optimize small but consequential UX changes across its booking flows.

KLM implemented Optimizely to run and manage A/B tests across teams, enabling faster iteration and better measurement; within 18 months six product teams used the platform, the number of tests doubled, and test setup time was cut in half. Optimizely’s integrations with analytics and heatmaps helped the teams run 20+ experiments on a key booking flow, recover and improve conversion rates, and foster an experimentation mindset that made product teams more self-sufficient and data-driven.

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