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At a glance, Expedia simply dropped the “Company name:” field. Why was changing that so critical?

  • When visitors see the “Company” field, they were confused
  • Visitors thought Expedia wanted them to put in their bank name
  • Users then put their bank’s address into the billing fields

This led to failed transactions, which led to cart abandonments.

RESULTS

$12M increase in profit

SOURCES

#94
Explicitly Asking Users “Do You Have an Account?”

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