Expedia analysts realised the site needed to be changed after investigating why many customers who clicked the 'Buy Now' button on the company's site did not complete the transaction.
"This is someone who was on our site, found the right location and hotel, put in all their billing and travel information and clicked the 'Buy Now' button," Megibow said.
"As far as leading indicators of purchase intent go, this is as good as it gets and yet we weren't taking the money."
Frankly speaking, this is a sad story. Company that has millions in revenue never analysed its key funnels - how stupid is that? $12MM per year.