Case Study: Booking.com lifts mobile partner registration with AB Tasty
Key results
The challenge
Booking.com's Partner Hub team set out to grow partner registrations, with roughly half of Partner Hub traffic arriving on mobile devices. The team needed to improve the mobile registration flow through structured experimentation.
The solution
Using AB Tasty Web Experimentation, the Platform Experience team tested call-to-action placement, messaging and page layout on the mobile registration journey, including a sticky CTA variant.
“It's been really great working with AB Tasty. Everybody I've encountered has been really helpful, genuine, and actually deeply cares about what it is we're trying to achieve.”
MLMelissa LiPartner Hub Experimentation Lead, Booking.com
The results, in context
The sticky CTA experiment produced a 36% increase in clicks to start registration on mobile. A 'Sign up today' CTA variant reduced clicks by roughly 10%, which informed further iteration.