Delta Test Results

Delta Air Lines (NYSE: DAL) Usability Manager Abby Stephenson hypothesized that her team could increase conversions if they made ‘Weekly Web Fare’ flight selection easier.

The original page used a search form requiring visitors to enter departure and return dates. But, since the weekly web fares only applied to specific dates, people entering the wrong dates wouldn’t see the discounted fares. Stephenson decided to conduct an A/B split test using Optimost.

At first she tested the search form vs. a 5×6 flex grid that allowed visitors to choose dates applicable to the discounted prices. “We tried the really big grid and it didn’t work,” Stephenson said. “I couldn’t figure out why. I knew the flex grid was better. Intuitively, it’s way less effort.”

The 5×6 grid included all dates. Stephenson’s team tested the grid again, this time including only the dates applicable to the discounted prices. They tested the 2×3 grid for 2.5 weeks. It resulted in a 10.1% increase in conversions – actual flight purchases!

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