SRP Business Requirements

SRP full redesign A/B test requirements defined by the Product team:

Problem We’re Addressing: Users are not presented with all key information on the existing Search results page to facilitate Property selection and progression to booking since the search results page has not been updated in many years. 

Hypothesis: 

I believe that..a split results and map view of the Search Results page with key property details highlighted on property cards will improve property discovery by clearly highlighting key information necessary for users to make a decision on what property is right for them.

If I’m right then…progression to rooms and rates and ultimately booking will increase.

Hypothesis Goal: % progression to Rooms & Rates

Platforms: Modern Desktop (Edge, Chrome, Firefox, Safari), Mobile Phone (iPhone / Android)

Duration: Desktop 50 days, +3% lift to booking conversion (4,931 visitors per day, 19.59% baseline rate)

Test Design:

  • Brand: Umbrella

  • Audience Segments: 100% of qualifying audience

  • Audience Allocation: 50% to control, 50% to variant

  • KPI: Page Progression + Engagement + Booking Conversion

  • Devices: Desktop and mobile

  • MDL: 3%

  • Confidence: 90%