Airbnb A/B Tests And Implements Customer Rating Averages Above Search Results

Leak #48 from Airbnb.com   |   Mar 9, 2020 Listing

In this simple experiment, Airbnb tested the display of customer rarings averages on their search results screen. The tested copy was a form of social proof which showed the average rating of the properties for a given city (defined by the search). In the end, the variation with the visible customer ratings was implemented (or kept) once the a/b test finished - possibly providing some evidence in favor of the customer star rating pattern

A - Feb 5, 2020 Screenshot
IMPLEMENTED Confirmed Mar 9, 2020
B - Feb 5, 2020 Screenshot

Highlighted UI Changes From This Leak

  1. The Social Proof Copy With Customer Rating Averages

    The tested variation (B) contained the following copy: "Over 460,000 guest reviews for places to stay in Seattle, with an average of 4.8 out of 5 stars". This copy also pushed down the rest of the listings.

    Here is what the mobile screenshots looked like.

    Mobile screenshot
    Mobile screenshot

    0.5 Repeatability has been assigned to Pattern #6: Customer Star Ratings as evidence that it's getting better

    Repeatability is a net count of evidence for or against a pattern. It’s how we can predict which patterns are better than others. :)

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