Creating new functionality is a way of life for Team Encore, but when it comes to rolling it out we want to make sure to do it in a way that it generates a positive impact. This is why we have implemented A/B Testing. As part of our acquisition of Entertainment Cruises we also inherited licenses to a great suite of tools that they license, one of them is Optimizely. Using this toolset we are able to ascertain if the feature we are rolling out is revenue positive or revenue negative.
The first A/B test we rolled out was whether the Trip Advisor reviews on the page would lead us to a better conversion, meaning will people see the reviews and be motivated to purchase. What we quickly found out in 3 days that the reviews were diverting traffic from the site and were reducing the rate of conversion. The assessment allows us to see real dollar figures and make the decision to remove the Trip Advisor reviews from the page.
We integrated A/B testing into the Checkout flow, so we know during an A/B test who has added tickets to their cart, who has checked out, and what revenue it produced.