Case Study: Smarter Travel achieves 2x revenue with Optimizely

Travel Company Doubles Revenue in First Month Leveraging Optimizely

Smarter Travel, a TripAdvisor company behind brands like BookingBuddy.com, needed to fix low conversion on a critical pay‑per‑click landing page that fed its booking funnel—user testing and analytics showed many visitors were arriving but not completing the search form.

Using Optimizely, the team ran rapid, iterative experiments (8 tests in month one, now 30+ per month), redesigning the page with richer visuals and optimizing headlines, partner logos, background images and form fields. The changes doubled revenue per visitor, justified increased ad spend, and substantially grew bookings and bottom‑line revenue.

Smarter Travel

Stephen Kaufer

Founder and CEO, TripAdvisor