HOW ONE CHANGE WAS WORTH MILLIONS MORE FOR A MAJOR AIRLINE

Summary from the TLDR Marketing newsletter

Changing a default setting can increase conversions when it matches what customers want most. A major low-cost airline changed its flight results from departure time first to lowest price first because its customers usually choose the airline to save money. The test increased bookings by 1.1%, which could add millions in annual revenue on a site with millions of travelers. Review every default in your website or app because small interface choices can influence customer decisions.