A/B Testing Vs


A/B Testing

Description of the project ?

What is agoda?
Agoda (Nasdaq:BKNG) is one of the world’s fastest-growing online travel booking platforms. Established in 2005, the start-up quickly expanded in Asia and was acquired in 2007 by Booking Holdings Inc. – the world’s largest seller of rooms online. Agoda was a pioneer in non-hotel accommodation, offering villas and homes throughout the region from the very start.
What is kayak?, sometimes styled as KAYAK, is a fare aggregator and travel metasearch engine operated by Booking Holdings.[4] Its products are available in 18 languages. The company also runs travel search engines checkfelix and swoodoo. Formerly a separate company, the KAYAK Software Corporation was acquired by Booking Holdings on May 21, 2013.


we going to compare a and b and going to see what result we get after different types of test and who is good enough and take less time to book a service.

Eye Ball tracking

In the F-shaped scanning pattern is characterized by many fixations concentrated at the top and the left side of the page. Specifically:
- Users first read in a horizontal movement, usually across the upper part of the content area. This initial element forms the F’s top bar.
- Next, users move down the page a bit and then read across in a second horizontal movement that typically covers a shorter area than the previous movement. This additional element forms the F’s lower bar.
- Finally, users scan the content’s left side in a vertical movement. Sometimes this is a slow and systematic scan that appears as a solid stripe on an eyetracking heatmap. Other times users move faster, creating a spottier heatmap. This last element forms the F’s stem. The implications of this pattern are:

  • First lines of text on a page receive more gazes than subsequent lines of text on the same page.
  • First few words on the left of each line of text receive more fixations than subsequent words on the same line.

competitors competitors competitors

Color Test between A and B

Going further through the research, lets start with some visuals. How diffrent color showing same task and see which is more effective in real world and which color buttons they choosing to click.


Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven. Blue is considered beneficial to the mind and body. It slows human metabolism and produces a calming effect.


White is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection. White means safety, purity, and cleanliness. As opposed to black, white usually has a positive connotation.

Compare between two colors

The most trust gain and clickable search button is agoda instead of kayak. This test is perform on 20 member and we just tell to do something and the user want to search something in agoda but not much click on kayak search. In agoda showing blue color button and its proved that blue color always show and gain trust of customer than white color.


"If you double the number of experient you do per yer, you can Double your inventivness"

-Jeff Bezos

Time to test


Total time is taken by kayak is 4:40 min (video is not proper scale to time)


Total time is taken by Agoda is 3:00 min (video is not proper scale to time)

Device Test

Kayak website page


Agoda website page



Let's conclude the things and get to know what we done to improve the customer exprience. The things we figure out Agoda is more clean and attractive than kayak. Agaoda increase the trust in customer than kayak. Deep analysis and additional testing needs to be conducted in order to refine and validate the solution. Agoda show must good performance than kayak in following:-
  • Time
  • eye tracking
  • Color theory
  • flows

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