# Clear 'book a hotel room' button: at least +13% conversions

- Outcome: Won
- Page type: Other (Lead-gen)
- Elements: Cta copy
- Date shared: 2009
- 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-clear-book-room-cta/

Adding a clear 'book a hotel room' button to Van der Valk's reservations overview page lifted conversions by at least 13%. Online Dialogue ran this multi-variant test for the Dutch hotel group, around 2009. The button was tested on its own as well as combined with other changes.

## Result

**at least +13% conversions**

- Conversions: at least +13% from the clear call-to-action, as stated by the source.
- The source gives a floor, not an exact lift, and shares no sample size or confidence level.
- In the same test, extra deal promotion lowered conversions and free coffee and Wi-Fi had no significant effect.

## Control

The reservations overview page with no clear booking button in view. The team judged the page unclear.

## Variant

A clear call-to-action button to book a hotel room, placed in view. One variant combined all the tested changes, and separate variants tested each change alone.

## Why it likely won (our reading)

- Visitors who are ready to book need an obvious next step. Without one, some leave.
- A specific label says what happens on click, which lowers doubt.
- The page had a lot of traffic and bookings, so even a small clarity fix reached many visitors.

## Caveats

Multi-variant test: one variant had all changes and the others tested each alone; the source puts the effect at 'at least 13%'. Hotel booking site (travel, treated here as lead-gen). The test dates from around 2009, when the program began. Sample size, duration and confidence are not shared.

## How to run this test

- Hypothesis: If we add a clear, specific booking button in view, then more visitors will book because the next step is obvious.
- Primary metric: Bookings per visitor
- Guardrail: Booking flow completion rate
- Guardrail: Cancellations
- Guardrail: Phone bookings
- Who should test it: Booking and lead-gen sites where the main action is hidden, vague or below the fold. If your call to action is already clear and visible, expect little.

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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-clear-book-room-cta/).
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.