The company set a year's revenue goal for a $1 billion hotel brand. Closing the final 20% of it, in twenty days, was on me.
A booking-funnel CRO sprint for one of the world's strongest luxury hotel brands. A year-end revenue commitment sat short of target with twenty days left on the financial calendar. No time for a redesign. Only time for the right bets, and they had to be built on evidence, not instinct.
The tests, the winning ideas, and the results are under NDA, so this page does not show them. What it does show is how the evidence was gathered: the research that made each decision defensible. The rest, I walk through in an interview.
Every bet in the sprint traced back to something we could see in the data. Here is how we found it.
GA4 funnel analysis
Mapped the full booking journey, from the landing page through room selection to the personal-details step, to find exactly where visitors slowed, hesitated, or dropped. The funnel told us where to look before we decided what to change.
Cross-platform behavior analysis
Compared how the same journey behaved across devices and entry points in GA4. This is where a quiet step-back pattern surfaced, one that would have been invisible looking at a single platform in isolation.
Heatmaps and session recordings
Watched real sessions and read scroll and click heatmaps to see how guests actually moved across the room cards. The quantitative drop-offs told us where; the recordings told us why.
Behavioral hypothesis construction
Paired each analytics signal with a behavioral read, structured as if we change X, then Y will happen, because Z. Every test that shipped had to earn its place by connecting a data signal to a human reason.
Competitive benchmarking
Studied how other high-end booking flows handled room differentiation and price presentation, to separate category conventions worth keeping from friction worth removing.
That is how we found the signal. What we built from it, and what it earned, happens in conversation.
The tests, the winning ideas, the numbers, and how the target was met: I walk through all of it in an interview.