# Leaner 'check account' booking step: more completed bookings

- Outcome: Won
- Page type: Checkout (Lead-gen)
- Elements: Page length, Form fields
- Test run by: [Online Dialogue](https://liftarchive.com/practitioners/online-dialogue/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.onlinedialogue.nl/klanten-en-resultaten/van-der-valk-case/
- Page: https://liftarchive.com/test/od-van-der-valk-check-account-remove-content/

Online Dialogue removed extra content from Van der Valk's 'check account' booking step and gave the email field more focus, and both follow-up tests lifted completed bookings. The case study does not share the size of the uplift. The tests built on an earlier win on the same step and were published as an Online Dialogue case study.

## Result

**more completed bookings**

- Completed bookings: both follow-up tests were reported as winners. Uplift figures, sample sizes and confidence levels were not shared.
- The earlier test on this step, which moved booking details above the fold, was also described as a strong uplift in completed bookings, again without a number.
- Online Dialogue's main lesson: guests were not really using this step to review their booking, so a more functional page with one clear task did better.

## Control

The 'check account' step as it stood after an earlier winning test. Guests entered their email address here, and the details for checking their chosen room had already been moved above the fold.

## Variant

Two follow-up versions were tested. One stripped out content the team saw as superfluous, and the other put more emphasis on filling in the email address.

## Why it likely won (our reading)

- Fewer things on the page means less to read before the one action that matters, entering an email address.
- Visitors had already chosen a room, so review content at this point may have added doubt or distraction rather than reassurance.
- Making the email field the obvious focus likely cut hesitation at a step where people had been dropping off.

## Caveats

Two separate tests are reported together, with no figures, sample sizes or durations shared. Van der Valk is a hotel group, so this is a travel booking flow rather than a classic lead form.

## How to run this test

- Hypothesis: If we remove non-essential content from the email step of our booking or enquiry flow and make the email field the clear focus, then more visitors will finish the flow because there is less to process and one obvious next action.
- Primary metric: Completed bookings (or submitted leads) per visitor who reaches the email step
- Guardrail: Drop-off at the following step
- Guardrail: Bookings cancelled or changed soon after
- Guardrail: Support contacts about wrong bookings
- Who should test it: Lead-gen and booking businesses with a multi-step flow where an intermediate email or account step shows clear drop-off. It probably won't help if that step is already minimal, or if people genuinely need the review details, such as complex quotes.

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Credit: Online Dialogue ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/od-van-der-valk-check-account-remove-content/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.