Registration steps moved higher on Booking.com join page: no lift
Commentary byLiftArchiveOur analysis, not theirsMoving the registration step information higher on the Booking.com Partner Hub join page did not raise clicks to start registration.
The Booking.com Partner Hub team ran the test, published as an AB Tasty / Wingify case study.
We treat it as a flat result, since no numbers were shared.
- Clicks to start registration: no improvement. The case study gives no figures, so we list this as flat.
- The team dropped the idea and moved on to other tests.
The change
Registration steps section moves from low on the page to near the top
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The Partner Hub join page, used by property owners to begin listing on Booking.com, explained the registration steps further down the page.
Variant
The section describing the registration steps was moved higher up the page, closer to the top.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Partner feedback said people wanted to know more about the process. Wanting information does not always mean it should come first on the page.
- Putting process details near the top may push benefits and the main button further down, which can cancel out any gain.
- Visitors who want the step details can already scroll to them, so moving the section may not change much.
Caveats: No numbers, sample size or duration were shared, so we can't tell whether the result was a small loss, a small gain or truly neutral.
Who ran it
Booking.com ran this test and published the results (AB Tasty / Wingify case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Booking.com →
How to run this test on your site
- Hypothesis
- If we show how registration works near the top of the page, then more visitors will start registering, because uncertainty about the process is holding them back.
- Primary metric
- Clicks to start registration
- Guardrails
- Scroll depth
- Completed registrations
- Time on page
- Who should test it
- Lead-gen and marketplace sites with a long sign-up process that survey or feedback says confuses people. If feedback doesn't point to process worries, test something else first.
Questions
Should I explain sign-up steps at the top of a landing page?
Not always. In this test, moving step details higher did not raise registration clicks.
Lead with the value, and keep process details easy to find.
Is a test with no lift a waste?
No. A flat result tells you the idea is not worth shipping and frees the team to try other ideas, which is how Booking.com used it.