A/B Test • End to End
Introduction
Virgin Australia's test and learn program incorporated into the >$2B revenue flight booking and management squad.
Research, product design
1 designer, 1 product managers, 1 developers
June 2023 - July 2023
A/B testing
+19.7M Annualised EBITDAR at scale
PROBLEM STATEMENT
Guests can unintentionally bypass the ancillary page during flight searches, resulting in missed opportunities to add valuable extras.
BREAKDOWN OF THE PROBLEM
🫣 Unaware of seat extras
This lack of awareness leads to low interest in exploring these options, as users don't realise the benefits they might be missing.
📉 Can accidently skip
Guests can accidentally skip the ancillary page and remain unaware of the option to add valuable extras.
Opportunity test hypothesis
Add seat map into booking flow to increase Economy X seats (premium) and standard seat attachment rate
Overview of qual and quant data gathered
The test
Seat map was added to the flow
The different variations of buttons
Impact... So far
Experience C winner winnerClear calls to action reduce friction and drive conversions, especially on mobile devices.
Key Outcomes
Increased steps
Adding a seats page to the main flow compels users to consider purchasing seats.
Ability to skip
Customers can don't feel locked in as there is the option to skip,
Simplified Ancillary page
By removing the seats container on the ancillaries page, it became less cluttered and this improves user decisions and in turn ancillary attachment rates, including travel insurance.
Measured KPI's - Goal: Net revenue benefit (through Ancillary AOV lift)
Primary KPI
Economy X seats & standard seat attachment rate
Drop out rate
Secondary KPI
- Other ancillary product attachment rate (Travel insurance, carbon offset)
