Royal Jordanian

About the client 

Royal Jordanian operates in a complex aviation booking environment, where the booking funnel itself is tightly controlled by Amadeus. This limited the ability to directly optimise the checkout flow, placing greater importance on maximising the number of users successfully transferred from the website into the booking system. 

The challenge 

Royal Jordanian engaged Cherryielding to increase online bookings through its website without the ability to materially change the booking engine. The challenge was to improve conversion performance by optimising the pages closest to the booking funnel, effectively the “membrane” between the website and the booking system, where small improvements could deliver outsized commercial impact. 

Our approach 

We applied a data-led CRO framework focused on customer behaviour analysis across high-impact pages immediately preceding the booking funnel. The objective was to identify structural, layout, and content changes that increased the proportion of users progressing into the booking system, thereby lifting downstream conversion volumes. 

Strategy and execution 

Page selection and data capture 
Ten priority pages were selected for quantitative analysis, covering multiple page templates and informed by Royal Jordanian’s internal insights. Data capture typically ran for two weeks per page, with testing extended where required to ensure statistical significance based on traffic volumes. 

Behavioural tracking and experimentation 
Advanced tracking was implemented via Google Tag Manager, allowing experiments to be deployed without CMS access or reliance on Royal Jordanian’s development team. Google Optimize was used to run controlled experiments across selected pages, enabling rapid iteration and testing. 

Heat map analysis 
Heat map technology was used to identify where users were actively engaging with page elements. High-interaction areas were highlighted to reveal which calls to action, navigational elements, and content blocks attracted the most attention, and where friction or distraction was occurring. 

Scroll depth analysis 
Scroll maps were used to understand how far users progressed down each page and which sections were most visible. This analysis revealed which content was consistently seen by users and which sections were being missed, allowing page layouts and content hierarchy to be refined accordingly. 

Outcomes 

Initial experiments delivered an absolute uplift of approximately 0.7 percent to the homepage conversion rate within the first weeks of testing. These gains translated into additional bookings almost immediately, enabling the CRO project to reach break-even within the first two weeks. When extrapolated over a full year, the uplift was forecast to deliver hundreds of incremental conversions, with further upside achievable through continued optimisation over time.