VWO
237 Case Studies
Case Study: Billund Airport achieves 49.85% increase in online shopping click-throughs with VWO
A VWO Case Study
How VWO Helped Billund Airport’s Increase Its Online Shopping Page Click-throughs
Billund Airport, West Denmark’s international airport, wanted to drive more visitors from its homepage to the online shopping page. To identify the most effective change, the airport used VWO (Visual Website Optimizer) A/B testing to evaluate different homepage call-to-action copy.
Using VWO, Billund Airport A/B tested a single CTA change—replacing “Shop Online” with “Buy Tax‑Free”—over 17 days; the VWO experiment produced a 49.85% increase in click-throughs to the shopping page with 99% statistical confidence, and Billund Airport implemented the winning copy.
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