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BetterUI Challenge: Hey Booking.com Can You Try & Test Exposed Options?

Tagged As: Question

BetterUI Booking

Booking.com has a nice homepage – but it could be better. So today I’m openly challenging their homepage in a very simple way. First, I am predicting that the Exposed Options pattern that surfaces clear and beneficial choices will generate more property searches (hopefully followed by more bookings). Secondly and more exciting, I am also challenging you to beat and improve upon our concept by sharing your optimization ideas in the comments. We’ll then encourage booking.com to test both our and your variations together. You in?

In More Detail Here Is What We Need From You:

Variation B: Our Challenger Concept

Here is one of our very simple concepts for booking.com to a/b test which contains the Exposed Options pattern as the key change.

  1. Exposed Work Options
    Booking.com already shows the option to answer the “are you travelling for work?” question with a simple “yes” or “no”. This however isn’t very clear why it’s being asked. It’s prying into the privacy of the user without providing much benefit. When one hovers over the tool-tip, it can be discovered that answer “yes” really means “wifi”, “free parking” and “breakfast” priority. So, in our concept all that we’re doing is exposing these 3 options right away on the homepage. These are highly beneficial choices which some users could care about.

How Do I Know It Will Win?

It’s not me, it’s the pattern. Although I am never 100% certain, I am very confident on this one because I have observed 6 past a/b tests with similar changes in Datastories Pattern #14. We have gathered 5 positive out of 6 tests with a median +9.8% effect. So that’s what we’re using to predict this. Here is a sample:

Pattern #14
Pattern #14 Exposed Options With 5 out 6 positive test results (From GoodUI Datastories)

Variation C: Share Your Best Ideas + Vote On Comments

Now onto your turn. Please share your own ideas on how we can improve variation B. Just a reminder, please keep 1 comment to 1 idea. Ready? Let’s do this.

Tweet Challenge Booking To Encourage The Test

If you’d like to help and make this happen, nudge Booking a little to encourage some open experimentation. Here is a tweet link that you could use:

Tweet To Booking To Encourage Them To Test This

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Posted by Jakub Linowski on Sep 28, 2017

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Ali JaffarPierreeurydice13Jakub LinowskiVincent Recent comment authors
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Joao Bosco

Hi Jakub! In my opinion booking.com use this radio button not just to show better results for the user but thinking in product strategies, maybe interesting in the corporate travel segment i Guess. So if it is true, the second option is interesting for the user but doesnt give clear results. What do you think?


For hotel owners traveling for business means more than wifi, parking and/or breakfast.


These days I assume that EVERYWHERE has wifi. It’s desks and printers that are impossible to find. (except at CitizenM hotels, which I LOVE)


Hi Jakub. Very interesting concept here. In absolute terms, it looks like a clear winner. In Booking.com particular case, i share Joao Bosco skepticism on the goal of the radio button. Booking.com has been trying for some years now to corner the business travel industry in a more structured way (https://www.booking.com/business.en-us.html) with a specific offer. So they could be trying to increase their understanding of the evolution of the business traveler requirements and for that need an yes/no answer to the question.

Ali Jaffar

I think this does a MUCH better job at gathering relevant information regarding the booking. Imagine they have 1million+ bookings and they only have a Y or N answers, which would really provide them with not much value if they want to analyze their customer data.