Tell passengers about refunds before they check out

• WHO: Digital, CRO & product teams  
• INDUSTRY: Airlines  
• IMPACTED PAGES: Checkout page

Experiment 1: Adding clear refund information at checkout 

Hypothesis: If we provide clear refund information at checkout, conversion will increase because users will feel reassured about booking the correct date. 

Results:

• +2.54% Increase in conversion rate  
• -0.31% Decrease in abandonment  
• +50M NOK Annual revenue impact

Takeaways:

1. Adding a 24-hour refund message reduced abandonment by -0.31%, showing improved customer confidence.
2. Conversion rate increased by +2.54%, proving clarity at the decision point drives bookings.
3. The experiment delivered 50M NOK in annual revenue impact, validating the value of addressing user concerns directly. 

Experiment 2: Urgency notifications and countdown timers during promotions

Hypothesis: If we introduce urgency notifications such as countdown timers during promotions, then customers will feel a stronger push to act, because the limited-time framing creates scarcity and increases motivation to purchase.

Results:

• +10% Conversion rate increase  
• 4,000 Employees engaged in experimentation 

Takeaways:

1. Countdown timers on promotions created time scarcity, driving up to +10% conversion lift.
2. Company-wide contests for urgency ideas expanded testing and unlocked new revenue streams.
3. Embedding urgency into experimentation culture ensured sustained gains across campaigns. 

A 24-hour refund message impacts more than any discount could 

Passengers hesitate at checkout for reasons that have nothing to do with price. 

The Experiment Review Agent checks your test setup before launch — metrics, guardrails, analytics connections so your next checkout experiment produces a result you can trust the first time.