Case Study: Secret Escapes doubles mobile signups and increases customer LTV with Optimizely

Secret Escapes increases mobile customer LTV

Secret Escapes, a high-growth online travel retailer, needed to decide whether its mobile app should require users to sign up before viewing deals — a choice that could affect signup rates, app reviews and the lifetime value (LTV) needed to justify paid mobile acquisition. Because the market is highly competitive, the team tests every change with Optimizely before rolling it out.

Using Optimizely’s iOS SDK, Secret Escapes A/B tested a mandatory-signup onboarding versus a skippable flow. The mandatory gate more than doubled signups without harming reviews, improved the LTV:CAC ratio to make paid mobile marketing profitable, and gave the team clear CPA targets — enabling smarter ad spend and ongoing experimentation across web and app.

Secret Escapes

Sebastian Fallert

General Manager, Secret Escapes