The A-B Test That Made Expedia $12 Million a Year

What this episode covers

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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Frequently Asked Questions

How long is this episode of Conversion Rate Optimization with Fexingo: A/B Testing, Landing Pages, and CRO Strategy?

This episode is 8 minutes long.

When was this Conversion Rate Optimization with Fexingo: A/B Testing, Landing Pages, and CRO Strategy episode published?

This episode was published on May 26, 2026.

What is this episode about?

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...

Can I download this Conversion Rate Optimization with Fexingo: A/B Testing, Landing Pages, and CRO Strategy episode?

Yes, you can download this episode by clicking the download button on the episode player, or subscribe to the podcast in your preferred podcast app for automatic downloads.