App experimentation: Solving customer problems at scale at Booking.com
Apps are responsible for over 50% of Bookings room nights sold. Being such an important part of their business, Booking.com uses experimentation to validate they are making the right product decisions and they are adding value for their customers.
In this presentation Jorden Lentze will share 3 insights and 3 failures which he made while running app experiments for Booking.com.
Jorden Lentze
In 2008 Jorden ran his first experiment using Google Website Optimizer and working for Moneyou. Both do not exist anymore.
After running experiments for ABN AMRO he joined Google as a conversion industry manager and was responsible for Conversion Rate Optimization strategy in the Benelux before joining Booking.com in 2017.
At Booking.com he first started on the hotel side of the marketplace, improving the onboarding flow for new hotels, switching to the guest side in 2020. After rethinking and validating the way customers select and customize a room on apps. He is now decreasing choice overload by reducing the number of room choices and increasing room distinction on app.
Jorden is passionate about experimentation and thinks that homepage carousels and hamburger menus are evil.