HotelTonight
A mobile app for booking last-minute hotel rooms at discounted rates.
HotelTonight tested a leaner checkout that dropped mandatory account creation, asking only for a name and email on the order summary screen and swapping password creation for a reset link. That variant lifted conversions 15% over the original flow. The lesson: cut checkout steps that don't help the purchase, and A/B test the change against your current flow before rolling out.
- Separate account creation screen
- Password creation required
- Purchase comes after account setup
- No account creation screen
- Name and email on order summary
- Reset link replaces password
+15% conversions versus the original flow
From HotelTonight checkout A/B test
What was said about HotelTonight
HotelTonight dropped mandatory account creation and lifted checkout conversions 15%. The variant removed the separate account creation screen before purchase. It asked only for a name and email on the order summary screen and replaced password creation with a reset link. It produced a 15% increase in conversions versus the original checkout flow.
Users book first and set a password later through the emailed reset link, so an account identity still exists for return visits. The test compared the original flow against a single streamlined variant, so the effect of removing the account step was isolated. The hypothesis was stated up front: less friction at purchase would boost bookings.
Version A and version B as HotelTonight tested them.
Streamlining checkout process: HotelTonight's A/B test
Dropping the mandatory account creation screen from checkout lifted conversions by 15%. The variant asked only for a name and email on the order summary screen and replaced password creation with a reset link.
HotelTonight dropped mandatory account creation and lifted checkout conversions 15%. The variant removed the separate account creation screen before purchase. It asked only for a name and email on the order summary screen and replaced password creation with a reset link. It produced a 15% increase in conversions versus the original checkout flow.
Users book first and set a password later through the emailed reset link, so an account identity still exists for return visits. The test compared the original flow against a single streamlined variant, so the effect of removing the account step was isolated. The hypothesis was stated up front: less friction at purchase would boost bookings.
Version A and version B as HotelTonight tested them.
When to invest in new acquisition channels | Adam Grenier (Uber, MasterClass)
Adam pitched Facebook with five or six years of mobile install ad buying and became a mobile ad alpha tester. Facebook wanted a non-game case study to attract travel and leisure advertisers.
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