Monstarlab, supported by A/B testing specialists Chartis, conducted a comprehensive UX audit and tech assessment, pinpointing areas for improvement. We examined everything from product experience flows to analytics tools, gaining a thorough understanding of the business model and identifying ways to enhance the testing architecture for maximum impact.

The team collaborated to craft updated experience designs based on data-driven hypotheses. Over three months, our prioritization process led to the identification and execution of eight high-impact A/B tests. This resulted in six winning tests, with an average booking conversion rate increase of 3.5% for mobile users, and the top-performing test achieving a 6% increase.

Results

• Projected revenue impact of $20 million.
• 6% increase in bookings from the highest desktop winner.

Building Momentum

In collaboration with the in-house experimentation team, Monstarlab and Chartis leveraged their expertise in mobile strategy design and data to deliver rapid results. We designed and tested variations of multiple aspects of the booking experience, analyzed the outcomes, and identified opportunities to boost conversions. To sustain success, we also developed an Experiment Playbook and test specifications ready for development, enabling Virgin Voyages' teams to conduct further effective tests.

Our Approach

• Immerse: We analyzed user experience and reviewed existing data to highlight key improvement opportunities.
• Codify: We created a repeatable framework with clear acceptance criteria to guide the experimentation process.
• Experiment: We defined, designed, and tested variants with real users.

Collaborative Experimentation

The teams from Monstarlab, Chartis, and Virgin Voyages worked together, combining capabilities and leveraging each other's expertise. This focused approach not only delivered quick initial results but also paved the way for future innovation and improvement.