Alternative Airlines: Scaling experimentation in a highly dynamic environment with Kameleoon

Alternative Airlines operates in a highly competitive online travel marketplace, offering flights from over 600 airlines worldwide. Their website is highly dynamic, with a checkout pulling in multiple APIs that load at different speeds. Before Kameleoon, experimentation was limited: variations could cause flicker with their previous provider, making tests unreliable, and any technically complex changes required developer support. This constrained the team’s ability to test freely and iterate quickly.

With Kameleoon, the team can run advanced tests targeted by market, user behaviour, or traffic source, all while keeping the experience seamless. Its reporting capabilities and intuitive interface allow the lean team to test rapidly, measure impact across regions, and understand how different markets and cultures respond.

{{quote-1}}

Ensuring Performance in a Complex SPA Environment

Alternative Airlines’ site is highly dynamic, powered by hundreds of airline APIs and built as a single-page application (SPA). SPAs often create challenges for experimentation tools, including flicker or delayed rendering, which can disrupt the user experience and hurt conversions.

With Kameleoon, all experiments from small UI tweaks to complex pricing or seat map variations run flicker-free, even in this complex environment. This ensures tests are reliable, results are accurate, and the booking experience remains fast, stable, and seamless, giving the team confidence to experiment without technical risk.

{{quote-2}}

{{use-case-1}}

Tailoring the Landing Experience

The team uses Kameleoon to personalise and test landing experiences for visitors interested in flexible payment options. Variations in copy, layout, and colour are tested rapidly, with similar experiments applied to add-ons and messaging. Previously, these changes required developer time and complex code. With Kameleoon, variations deployed instantly, enabling quick iteration.

Notable Result: changing CTA text on a product increased purchases by +34%, while engagement and trust across the booking journey grew.
‍

{{use-case-2}}

Optimising the booking journey

Seat selection is a critical step in the booking journey. A redesigned seat map initially led to a drop in engagement and bookings. Using Kameleoon, the team tested different layouts, interactive cues, and pricing displays, targeting variations by user behaviour and market. Variations loaded smoothly, allowing reliable measurement. This helped the team identify the most intuitive layout, improve usability, and increase completed bookings.

‍

{{use-case-3}}

Localising the site for global audiences

‍

Serving a global audience required tailoring the website to different languages, cultures, and regional preferences. Using Kameleoon, the team localised time formats and regional phone numbers, and delivered targeted messaging for visitors arriving via affiliate apps versus direct traffic. These localisation efforts improved trust, usability, and the overall user experience, resulting in higher conversion rates across multiple international markets. 

• Switching to a 12hr clock format for US visitors saw a 7% increase in bookings
• Adding Trustpilot ratings to key pages increased conversion on average +5%

{{quote-3}}

Looking Ahead

The team is now expanding its reach and impact with Kameleoon. This includes improving the data layer, adding secondary goals to better understand how changes affect different audiences and markets, and sharing insights more broadly across the business.

Testing learnings are regularly communicated to other teams, helping guide decisions and inspire new ideas for the site. The team is also collaborating with colleagues across the company to raise awareness of CRO and encourage experimentation at all levels.

‍