Project Overview
The goal of this experiment was to increase progression to Step 2 in the booking funnel by improving user confidence and reducing friction in the decision-making process.
On Iberostar.com mobile, users often hesitated during Step 1 (room and rate selection). The “Save Price” module —a feature allowing guests to lock their rate for 48 hours— was positioned at the very end of the step, below the fold. This placement meant that most users never saw it, missing an opportunity to reassure those who weren’t ready to book immediately.
By repositioning the module at the top of Step 1, the objective was to test whether surfacing the “Save Price” option earlier could increase engagement, trust, and ultimately, conversions.
My Role & Responsibilities
As CRO & UX Manager, I led the entire experimentation process — from hypothesis definition to implementation and analysis.
My responsibilities included:
- - Designing the test hypothesis and success metrics.
- - Coordinating development and QA teams for implementation in AB Tasty.
- - Analyzing behavioral data in GA4 and ContentSquare to identify the visibility drop-off points.
- - Monitoring the test in real time, validating traffic distribution and statistical reliability.
- - Presenting the final results and insights to the UX and Product leadership teams.
This project required aligning UX strategy with measurable business impact, ensuring that every design decision could be validated with data.
Problem/Opportunity
Before the experiment, the Save Price module appeared at the bottom of Step 1 —a location with very low visibility according to ContentSquare scroll maps.
- - 23% of users abandoned the page before reaching that section.
- - Heatmaps revealed limited interaction with the module, despite its clear value proposition (“Lock your rate for 48 hours”).
- - User session recordings showed hesitation during rate comparison and frequent switching between hotels before completing a booking.
In short, the module’s potential to reduce cognitive load and purchase anxiety was being wasted because users didn’t see it soon enough.
Hypothesis
If we move the “Save Price” module to the top of Step 1, users will perceive a greater sense of control and security, which will increase engagement with the booking flow and progression to Step 2.
The hypothesis was rooted in the Framing Effect from behavioral economics —how information placement and context shape decision-making. Presenting reassurance (locking a price) early could frame the entire experience around “safety from loss” instead of “fear of commitment.”
Research & Process
- 1. Behavioral Analysis – Using ContentSquare, I analyzed scroll depth and attention maps to confirm where users dropped off. The data showed that the original module had less than 45% visibility on mobile.
- 2. Experiment Design – Created a variation in AB Tasty that maintained identical layout, copy, and design —only changing the position of the module.
- 3. KPIs Defined – Step 2 access rate, purchase rate, and engagement with room/rate selectors.
- 4. Execution – The test ran for 19 days on mobile traffic, with equal split and a confidence level of 95%.
- 5. Evaluation – Measured results via frequentist significance testing (p < 0.001) and validated data integrity through GA4 events.
Results
- - The variant outperformed the control with a p-value < 0.001, confirming statistical significance.
- - Step 2 progression increased by +3.9%, and final purchase rate improved by +6.5%.
- - Interaction time within Step 1 decreased by 8%, indicating a smoother and more confident decision flow.
Beyond the numbers, the results validated a key behavioral principle: perceived control reduces friction. By allowing users to see that they could “save their rate,” they felt safer continuing the booking process.
Insights & Learnings
This experiment proved that micro-changes in hierarchy and timing can have macro effects on conversion. It wasn’t about redesigning the page, but about understanding when and how users make decisions.
The test confirmed that users tend to act when they feel secure about not losing value —a principle deeply connected to loss aversion.
Placing the reassurance earlier reframed the user mindset from “I might lose this deal” to “I have time to think.”
From a CRO and Product perspective, this project reinforced three key lessons:
- - Timing in UX matters as much as design.
- - Behavioral framing can influence decision-making without changing visuals.
- - Trust cues should appear at the beginning of a decision flow, not at the end.
