Tripping.com Develops a Customer-Centric Product Experience with Confidence
Tripping Scales their Product Development with Full Stack
Tripping.com is the world’s largest search engine for vacation rentals, helping travelers find their happy place by searching over 10 million listings across HomeAway, VRBO, TripAdvisor, Booking.com and more.
As they iterate on their customer experience to capture the market in the constantly changing and competitive travel industry, experimenting as part of every new feature rollout has become a company-wide priority.
Tripping.com’s goal is to provide a great customer experience that increases first-time and repeat bookings. They’ve found that every part of the experience for a customer has the potential to impact these metrics, from the speed with which search results load to the order of their listings. They use Optimizely X Full Stack to test every change and new idea, to validate that their product and development team are designing and building features that actually deliver value for the company’s bottom line.
Product managers, engineers and product analysts using Full Stack
Portion of product features and engineering work deployed as experiments
Increase in experiments per month run with Full Stack compared to previous solution
Full Stack has opened up new doors for our business. Any time we deploy something new in our product, we do it as a test to measure conversion and revenue impact, ensuring every change to the customer experience is a positive one.Colin Gardiner
VP of Product and Analytics
Optimizing the booking funnel with confidence
Each decision the Product team makes about the booking funnel can tremendously impact the customer experience as well as revenue—for better or for worse. For instance, the team learned that adding a new listing page to the booking funnel decreased conversion rate 3%, but improved revenue per user by 5%. The team was then able to make a measured decision to implement it after testing it as an experiment first.
Powering customer acquisition across channels
As the Tripping team diversifies its acquisition channel mix to accelerate their growth, the marketing team is looking to understand which experiences on each channel help match travelers with homes most effectively. In a mobile experiment that launched in tandem with a national TV ad buy, they discovered that a continuous message on mobile drove a 4% increase in searches.
Code, deployed and measured
The Product and Engineering teams develop and deploy new features as experiments, using results data to quantify what the impact of new experiences will be for customers. For example, the Backend Engineering team is able to examine the impact of performance on key metrics, like how much different loading times for displaying search results impact bookings and revenue. They learned that reducing the results load time by 5 seconds increased repeat site visits by 3%.
Fostering an innovative culture
As a growing team, being able to experiment and move quickly is essential for Tripping.com. With Full Stack, they can empower everyone on their technical teams to set up and run experiments, analyze the results, and make decisions more quickly. Experimentation allows the product team to find the right balance between trying creative ideas, validating them with data, and empowering the team to act quickly on the results.