The A-B Test That Changed How Booking Prices Hotels

Lucas and Luna dive into one of the most consequential A/B tests in travel: how Booking.com discovered that showing a strikethrough original price next to the discount dramatically increased conversions. They break down the psychology of the anchor effect, the specific 15-percent lift in bookings, and why most marketers get reference pricing wrong. Along the way, they discuss when to test price presentation versus price levels, the risk of eroding trust with fake reference prices, and a lesson from a major retailer that backfired. The episode includes a brief conversation about listener support keeping the show ad-free. Perfect for anyone running conversion tests on e-commerce or subscription pricing pages. #ABTesting #BookingCom #ConversionRateOptimization #CRO #DigitalMarketing #Ecommerce #LandingPages #Marketing #PricingPsychology #ReferencePricing #StrikethroughPricing #AnchorEffect #BehavioralEconomics #TravelIndustry #FexingoBusiness #BusinessPodcast #MarketingStrategy #DataDriven Keep every episode free: buymeacoffee.com/fexingo