EPISODE · May 26, 2026 · 8 MIN
The A-B Test That Made Expedia $12 Million a Year
from Conversion Rate Optimization with Fexingo: A/B Testing, Landing Pages, and CRO Strategy · host Fexingo
In this episode, Lucas and Luna dive into one of the most famous CRO case studies in the industry: how a single A-B test at Expedia uncovered a $12 million annual revenue leak — simply by removing a single optional field from a checkout form. They break down why the change worked, the psychology of forced choice, and why most companies overlook simple friction points. Drawing on principles from Hick's Law and the Paradox of Choice, they discuss when less really is more in conversion optimization. Tune in to learn how this one test reshaped best practices for checkout form optimization and what it means for your own landing pages. #Expedia #A-BTesting #CRO #ConversionRateOptimization #CheckoutOptimization #FormOptimization #FrictionRemoval #HicksLaw #ParadoxOfChoice #UXDesign #LandingPage #MarketingPodcast #BusinessPodcast #FexingoBusiness #CROCaseStudy #UserExperience #OptionalFields #RevenueGrowth Keep every episode free: buymeacoffee.com/fexingo
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The A-B Test That Made Expedia $12 Million a Year
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