Case Study: Leading High‑End Hotel Company achieves 5% more bookings and 30% higher payment‑page reach with SiteSpect

Testing Streamlined Checkout Flow For Better CX

A high-end UK hotel group with a portfolio of historic estate properties suspected an underperforming checkout step was creating friction. Their booking flow had three steps (room selection, add-ons, payment), but add-ons generated little revenue, so the optimization team tested whether removing that step would improve conversions.

They ran a 45-day A/B test with 112,000 users (205,000 visits) and a two-step checkout variation. Removing the add-ons step sent 30% more customers to the payment page and increased orders by ~5% overall (11% lift on smartphones), with a projected 30-day incremental 300 orders (~£48,500). The brand rolled the winning variation out to all traffic.