TripAdvisor · B2C · travel review site
Sort hotels by each traveler's past behavior without calling it 'just for you'
Unlabelled version converted better; labelling it 'just for you' dropped conversion
Mixedproduct-activationexperimentation
What they did
Replaced default sort by average review score with a personalized algorithm based on past behavior. Tested blind (algorithm changed only): conversion improved. Rolled out branded as the 'Just for you' default: conversion went down because travelers do not want the site deciding for them on a high-stakes purchase.
What happened
Blind personalization lifted conversion; the branded version lowered it.
- Stage
- scale
In their words
Sub Club by RevenueCat · How Tinder Captures More Value With Tiered Pricing and Consumables — Ravi Mehta“We did some testing without doing anything other than just changing the algorithm, and we saw that people were actually converting much better with the new just for you algorithm”
“and as soon as we branded as just for you, the conversion rate went down”
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