House of Travel engaged FIRST to improve their website's user experience and conversion rates through A/B testing. FIRST conducted user research including testing, analytics, and surveys to identify pain points. They developed A/B tests to address these issues, prioritizing high impact changes. Tests resulted in a 33.5% increase in interactions with the flight search widget, a 19% increase in people clicking "Book Online", and a 43.4% increase in clicks on the online enquiry button. House of Travel saw increases in bookings and revenue from these cumulative improvements.