Vacasa.com a/b testing
Conversion Rate Optimization Across the Vacasa.com Booking Funnel
My Role
Sole Lead Product Designer - Full stack
Timeline
18 months • May 2024 – Jan 2026
Team
Engineering, Product, Data Science
Scope
Search Results and Listing Page
Similar Homes
Based on your search you might also like these properties
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Bedroom #5
Common Area
sleeps 4
sleeps 4
1 queen bed
1 queen pull-out sofa
© 2022 Vacasa LLC | Sitemap | Privacy | Terms of Service | Accessibility
Amenities
Things to know
Bend, Oregon, United States
(Exact address will be provided after booking)
Location
Location
4.06
Poul M. | Oct 2024
Nice unit. There is an electrical problem with the main room switch.
5 star
47%
4 star
25%
3 star
14%
2 star
14%
1 star
0%
reviews Score
36 Reviews
Search for things like “pool”, “beds” etc.
Manager response:
Thank you for your feedback regarding your recent stay, Poul. I’m glad to hear that you found the unit nice, but I sincerely apologize for the electrical issue you experienced with the main room switch. Your comfort and safety are our top priorities, and I appreciate you bringing this matter to our attention. I will ensure that our maintenance team addresses this issue promptly to prevent any further inconvenience for future guests. Thank you again for your valuable input, and I hope you will consider staying with us again in the future.
Pool (Private)
Washer/dryer (Private)
Cable
Firepit
Hot Tub (Private)
View All 24 Amenities
House Rules
Cancellation Policy
- Check-in: 4:00pm
- Check-Out: 10:00am
- Max capacity: 10 people
- No dogs allowed
- No smoking permitted
- No parties or events
- Parking spaces: 3
- Minimum age requirement: 21
- Cancel within 24 hours of booking for full refund
View Cancellation Policy
Save
List your property
My Account
Deschutes Delight
House in Bend, Oregon
View Photos & 3D Tour
Experience puro San Antonio at this impressive, family-friendly home. You’ll love living outdoors with your very own private pool! The expansive poolside cabana is perfect for entertaining, complete with a gas grill, a smart TV, and alfresco dining and lounging space.
Spread across two floors, the light and bright interior has been beautifully updated. Whip up delicious dishes in the sparkling full kitchen, configured with stainless steel appliances and lots of handy extras. Relax and restore in one of three plush bedrooms, each with a smart TV - you’ll love the deep soaking tub in the luxe primary suite!
Adorable Bend townhome with ideal location, kitchenette & central AC
Bedroom #1
Bedroom #2
Bedroom #3
Bedroom #4
sleeps 4
sleeps 4
sleeps 4
sleeps 4
1 king bed
2 twin bunk bed
1 queen bed
1 queen bed
1 queen bed
1 queen pull-out sofa
2
4.52
26 Reviews
This modern 2/2.5 townhome in NW Portland is highly praised for its unbeatable location and walkability to restaurants, shops, and public transportation. Guests appreciated the sleek, urban design and the comfort of the beds. The property felt safe and...
What our guests are saying...
Read more
AI-generated from guest reviews for this property
14 guests • 4 bedrooms • 6 beds • 4.5 baths
Sleeping arrangements
Book risk-free
Get a 100% refund if you cancel at least 7 days before arrival.
See cancellation details
Travel Dates
guests
Check-out
04/28/2026
Check-in
04/21/2026
8 Guest
Reserve
You won’t be charged yet
Total before taxes
$3,283.48
26 reviews
4.5
Starting at $63/mo or 0% APR with . Check your purchasing power
Your price includes all fees
Conversion rate lift across 6 A/B tests
+17%
~$95M
Estimated incremental Gross Booking Value Annually
Outcomes
Context
Vacasa.com is the largest vacation rental platform in North America, driving 45M site visits annually with desktop converting 70% higher than mobile on just 40% of traffic.
As Lead Product Designer, I led an 18-month A/B testing program across the search results and listing pages to capture that opportunity.
70%
Higher conversion rate on
desktop vs. mobile
45M
Site visits per year
1.5M
Annual reservations
40k
Properties in North America
Approach
We benchmarked against Airbnb and Vrbo to identify where Vacasa.com fell behind, then prioritized by highest impact, lowest effort.
With a lean team and no budget for formal research, competitive benchmarking was our signal. We identified friction across pricing transparency, search results, and the desktop booking experience — and attacked them in that order.
Timeline
Across 18 months and 6 tests, we achieved a ~17% lift in conversion rate
Summer 2024
Sort by Price — Killed
+6% conversion rate
−14.3% revenue per session
Fall 2024
All-in Pricing
+11% billing step starts
+9% cross-session conversion rate
Winter 2024
AI Review Summary
+10.2% in-session conversion rate
Spring 2025
Sticky Booking Widget
+45.8% desktop reservation started
+7.7% cross-session conversion rate
Fall 2025
SRP Card Redesign
+19% billing starts
+14.3% in-session conversion rate
Winter 2025
Fee Display Test — Killed
↑14.6% billing starts
↓9.9% in-session conversion rate
Deep Dives
Three tests worth examining closely.
Test 1 — Win
Desktop drove ~60% of GBV — but its booking CTA vanished on scroll, so I designed a persisting widget to fix it.
Benchmarking against Airbnb confirmed the gap. Their booking widget stayed visible as guests scrolled; ours didn't. We hypothesized that keeping the CTA visible throughout the scroll would reduce drop-off at the moment of purchase intent.
+45.8%
Desktop reservation started rate
+7.7%
Cross-session conversion rate
Before: Yellow booking CTA disappearing
Test 2 — Win
Vacasa was burying guest reviews at the bottom of the page, so we built an AI-synthesized summary above the fold.
Amazon, TripAdvisor, and Shopify were already distilling reviews with AI. Guest reviews are one of the highest-trust signals in vacation rental — we were wasting them. Our hypothesis: Surfacing an AI-synthesized review summary above the fold would give guests the social proof they needed earlier — before they'd lost interest or scrolled past it.
+10.2%
In-session conversion rate
4.52
26 Reviews
What our Guests are saying...
AI-generated from Guest reviews for this property
This modern 2/2.5 townhome in NW Portland is highly praised for its unbeatable location and walkability to restaurants, shops, and public transportation. Guests appreciated the sleek, urban design and the comfort of the beds. The property felt safe and secure throughout our stay and was...
Show more
Save
List your property
My Account
Deschutes Delight
House in Bend, Oregon
View Photos & 3D Tour
USA Oregon Mt. Bachelor Bend
Experience puro San Antonio at this impressive, family-friendly home. You’ll love living outdoors with your very own private pool! The expansive poolside cabana is perfect for entertaining, complete with a gas grill, a smart TV, and alfresco dining and lounging space.
Spread across two floors, the light and bright interior has been beautifully updated. Whip up delicious dishes in the sparkling full kitchen, configured with stainless steel appliances and lots of handy extras. Relax and restore in one of three plush bedrooms, each with a smart TV - you’ll love the deep soaking tub in the luxe primary suite!
Adorable Bend townhome with ideal location, kitchenette & central AC
avg / night
avg / night
San Antionio, TX
San Antionio, TX
Treehouse Retreat
Lights over San Ant...
$232
$280
3
3
3
3
10
10
2
4.5
26 Reviews
This modern 2/2.5 townhome in NW Portland is highly praised for its unbeatable location and walkability to restaurants, shops, and public transportation. Guests appreciated the sleek, urban design and the comfort of the beds. The property felt safe and...
What our guests are saying...
Read more
AI-generated from guest reviews for this property
14 guests • 4 bedrooms • 6 beds • 4.5 baths
Overview
Sleeping arrangements
avg / night
26 Reviews
Travel Dates
$406
guests
4.5
Check-out
Add date
Check-in
Add date
1 Guest
Check Availability
4.5
26 Reviews
This modern 2/2.5 townhome in NW Portland is highly praised for its unbeatable location and walkability to restaurants, shops, and public transportation. Guests appreciated the sleek, urban design and the comfort of the beds. The property felt safe and...
What our guests are saying...
Read more
AI-generated from guest reviews for this property
Photos & 3D Tour
USA Oregon Mt. Bachelor Bend
4.52
26 Reviews
What our Guests are saying...
AI-generated from Guest reviews for this property
This modern 2/2.5 townhome in NW Portland is highly praised for its unbeatable location and walkability to restaurants, shops, and public transportation. Guests appreciated the sleek, urban design and the comfort of the beds. The property felt safe and secure throughout our stay and was...
Show more
Deschutes Delight
14 guests • 4 bedrooms • 6 beds • 4.5 baths
House in Bend, Oregon
Adorable Bend townhome with ideal location, kitchenette & central AC
Perfect for a romantic getaway or writer's retreat surrounded by the beauty of Bend, this adorable escape will allow you to feel right at home in no time. Though this is an efficient space, there will be no lack of comforts you are used to. After a full day of hiking, rafting, or exploring the town, the free WiFi will allow you to look up more attractions nearby or share favorite memories on social media. Whipping up a snack to enjoy as you stream a movie on the smart TV will be a breeze, also with a kitchenette featuring a sink, wine fridge, microwave, and ample glassware. Plus, you can indulge in a bit of friendly competition by breaking out the provided board games at the small dining table. Book an unforgettable vacation today!
Overview
Sleeping arrangements
Amenities
Things to know
Bedroom #1
Bedroom #2
sleeps 4
sleeps 4
1 king bed
2 twin bunk bed
1 queen bed
1 queen pull-out sofa
2
Show all 12 amenities
Where would you like to stay?
Pool (Private)
Washer/dryer (Private)
Cable
Firepit
Hot Tub (Private)
Bend, Oregon, United States
(Exact address will be provided after booking)
Location
avg / night
avg / night
avg / night
San Antionio, TX
San Antionio, TX
Treehouse Retreat
Lights over San Ant...
$232
$280
3
3
3
3
3
10
10
10
House Rules
Cancellation Policy
- Listing #77615
- Check-in: 4:00pm
- Check-Out: 10:00am
- Max capacity: 10 people
- Quiet time: 9:00pm-8:00am
- Dogs allowed
- No smoking permitted
- No parties or events
- Parking spaces: 3
- Cancel within 24 hours of booking for full refund
- Cancel 30 days prior to check-in for refund minus taxes & booking fees
View Cancellation Policy
Desktop AI Summary
Mobile AI Summary
Test 3 — Killed
Sort-by-price lifted conversion rate +6%. But guests sorted into cheaper units — and revenue per booking fell 3–9%. We reverted.
Our analytics partner flagged low usage of the sort feature. We bet that sort-by-price would reduce friction for price-sensitive guests. The conversion rate improved. But the guests who used it booked cheaper properties, and revenue per session dropped from $20.50 to $17.56. A conversion win that costs more per booking isn't a win.
+6%
Conversion rate
-14.3%
Revenue per session
Additional Tests
Three more experiments from the program.
All-in Pricing
Showing total price upfront on search results reduced sticker shock and lifted billing step starts +11.1%. Driven in part by regulatory tailwinds around pricing transparency.
Killed
Fee Display
Simplifying fee display on the listing page booking widget increased starts — but caused completion drops downstream due to sticker shock. Starting checkout is not the same as completing it.
SRP Card Redesign
Larger photos, cleaner hierarchy, descriptive home labels, total trip price — lifted billing step starts 19% and in-session conversion rate +14.3%.
Business Impact
A 17% conversion rate lift on Vacasa.com's direct channel represents an estimated ~$95M in incremental gross booking value annually.
Based on Vacasa's publicly reported GBV (NASDAQ: VCSA, 10-K filings). Direct channel ~30% of $1.9B total GBV. GBV reflects total reservation value, not net revenue to Vacasa.
~17%
Cumulative conversion rate lift across 6 tests
$570M
Vacasa.com direct channel GBV
~$95M
Estimated incremental GBV annually
IN Reflection
By January 2026, the broader business had fallen 20% — but we held the direct channel to a 3% decline. We achieved a +17% lift in conversion rate despite 18 months of competing priorities, team changes, and org uncertainty.
View all work
© 2026 Dan Rattigan
Vacasa.com a/b testing
Conversion Rate Optimization Across the Vacasa.com Booking Funnel
My Role
Sole Lead Product Designer - Full stack
Timeline
18 months • May 2024 – Jan 2026
Team
Engineering, Product, Data Science
Scope
Search Results and Listing Page
Similar Homes
Based on your search you might also like these properties
avg / night
avg / night
avg / night
avg / night
avg / night
avg / night
San Antionio, TX
San Antionio, TX
San Antionio, TX
San Antionio, TX
San Antionio, TX
San Antionio, TX
Hogan Haven
Hill Country Hidea...
Modern Southtown...
House of Colors
Treehouse Retreat
Lights over San Ant...
5
3
10
$456
$526
$390
$1000
$232
$280
3
4
5
3
3
3
2
3
3
3
8
8
10
10
10
Bedroom #5
Common Area
sleeps 4
sleeps 4
1 queen bed
1 queen pull-out sofa
© 2022 Vacasa LLC | Sitemap | Privacy | Terms of Service | Accessibility
Amenities
Things to know
Bend, Oregon, United States
(Exact address will be provided after booking)
Location
Location
4.06
Poul M. | Oct 2024
Nice unit. There is an electrical problem with the main room switch.
5 star
47%
4 star
25%
3 star
14%
2 star
14%
1 star
0%
reviews Score
36 Reviews
Search for things like “pool”, “beds” etc.
Manager response:
Thank you for your feedback regarding your recent stay, Poul. I’m glad to hear that you found the unit nice, but I sincerely apologize for the electrical issue you experienced with the main room switch. Your comfort and safety are our top priorities, and I appreciate you bringing this matter to our attention. I will ensure that our maintenance team addresses this issue promptly to prevent any further inconvenience for future guests. Thank you again for your valuable input, and I hope you will consider staying with us again in the future.
Pool (Private)
Washer/dryer (Private)
Cable
Firepit
Hot Tub (Private)
View All 24 Amenities
House Rules
Cancellation Policy
- Check-in: 4:00pm
- Check-Out: 10:00am
- Max capacity: 10 people
- No dogs allowed
- No smoking permitted
- No parties or events
- Parking spaces: 3
- Minimum age requirement: 21
- Cancel within 24 hours of booking for full refund
View Cancellation Policy
Save
List your property
My Account
Deschutes Delight
House in Bend, Oregon
View Photos & 3D Tour
Experience puro San Antonio at this impressive, family-friendly home. You’ll love living outdoors with your very own private pool! The expansive poolside cabana is perfect for entertaining, complete with a gas grill, a smart TV, and alfresco dining and lounging space.
Spread across two floors, the light and bright interior has been beautifully updated. Whip up delicious dishes in the sparkling full kitchen, configured with stainless steel appliances and lots of handy extras. Relax and restore in one of three plush bedrooms, each with a smart TV - you’ll love the deep soaking tub in the luxe primary suite!
Adorable Bend townhome with ideal location, kitchenette & central AC
Bedroom #1
Bedroom #2
Bedroom #3
Bedroom #4
sleeps 4
sleeps 4
sleeps 4
sleeps 4
1 king bed
2 twin bunk bed
1 queen bed
1 queen bed
1 queen bed
1 queen pull-out sofa
2
4.52
26 Reviews
This modern 2/2.5 townhome in NW Portland is highly praised for its unbeatable location and walkability to restaurants, shops, and public transportation. Guests appreciated the sleek, urban design and the comfort of the beds. The property felt safe and...
What our guests are saying...
Read more
AI-generated from guest reviews for this property
14 guests • 4 bedrooms • 6 beds • 4.5 baths
Overview
Sleeping arrangements
Book risk-free
Get a 100% refund if you cancel at least 7 days before arrival.
See cancellation details
Travel Dates
guests
Check-out
04/28/2026
Check-in
04/21/2026
8 Guest
Reserve
You won’t be charged yet
Total before taxes
$3,283.48
26 reviews
4.5
Starting at $63/mo or 0% APR with . Check your purchasing power
Your price includes all fees
Conversion rate lift across 6 A/B tests
+17%
~$95M
Estimated incremental Gross Booking Value Annually
Outcomes
Context
Vacasa.com is the largest vacation rental platform in North America, driving 45M site visits annually with desktop converting 70% higher than mobile on just 40% of traffic.
As Lead Product Designer, I led an 18-month A/B testing program across the search results and listing pages to capture that opportunity.
40k
Properties in North America
1.5M
Annual reservations
45M
Site visits per year
70%
Higher conversion rate on
desktop vs. mobile
Approach
We benchmarked against Airbnb and Vrbo to identify where Vacasa.com fell behind, then prioritized by highest impact, lowest effort.
With a lean team and no budget for formal research, competitive benchmarking was our signal. We identified friction across pricing transparency, search results, and the desktop booking experience — and attacked them in that order.
Timeline
Across 18 months and 6 tests, we achieved a ~17% lift in conversion rate
Summer 2024
Sort by Price — Killed
+6% conversion rate
−14.3% revenue per session
Fall 2024
All-in Pricing
+11% billing step starts
+9% cross-session conversion rate
Winter 2024
AI Review Summary
+10.2% in-session conversion rate
Spring 2025
Sticky Booking Widget
+45.8% desktop reservation started
+7.7% cross-session conversion rate
Fall 2025
SRP Card Redesign
+19% billing starts
+14.3% in-session conversion rate
Winter 2025
Fee Display Test — Killed
↑14.6% billing starts
↓9.9% in-session conversion rate
Deep Dives
Three tests worth examining closely.
Test 1 — Win
Desktop drove ~60% of GBV — but its booking CTA vanished on scroll, so I designed a persisting widget to fix it.
Benchmarking against Airbnb confirmed the gap. Their booking widget stayed visible as guests scrolled; ours didn't. We hypothesized that keeping the CTA visible throughout the scroll would reduce drop-off at the moment of purchase intent.
+45.8%
Desktop reservation started rate
+7.7%
Cross-session conversion rate
Before: Yellow booking CTA disappearing
After: Booking CTA now persisting on right side
+10.2%
Conversion rate
Test 2 — Win
Vacasa was burying guest reviews at the bottom of the page, so we built an AI-synthesized summary above the fold.
Amazon, TripAdvisor, and Shopify were already distilling reviews with AI. Guest reviews are one of the highest-trust signals in vacation rental — we were wasting them. Our hypothesis: Surfacing an AI-synthesized review summary above the fold would give guests the social proof they needed earlier — before they'd lost interest or scrolled past it.
+10.2%
In-session conversion rate
Save
List your property
My Account
Deschutes Delight
House in Bend, Oregon
View Photos & 3D Tour
USA Oregon Mt. Bachelor Bend
Experience puro San Antonio at this impressive, family-friendly home. You’ll love living outdoors with your very own private pool! The expansive poolside cabana is perfect for entertaining, complete with a gas grill, a smart TV, and alfresco dining and lounging space.
Spread across two floors, the light and bright interior has been beautifully updated. Whip up delicious dishes in the sparkling full kitchen, configured with stainless steel appliances and lots of handy extras. Relax and restore in one of three plush bedrooms, each with a smart TV - you’ll love the deep soaking tub in the luxe primary suite!
Adorable Bend townhome with ideal location, kitchenette & central AC
Similar Homes
Based on your search you might also like these properties
avg / night
avg / night
avg / night
avg / night
avg / night
avg / night
San Antionio, TX
San Antionio, TX
San Antionio, TX
San Antionio, TX
San Antionio, TX
San Antionio, TX
Hogan Haven
Hill Country Hidea...
Modern Southtown...
House of Colors
Treehouse Retreat
Lights over San Ant...
5
3
10
$456
$526
$390
$1000
$232
$280
3
4
5
3
3
3
2
3
3
3
8
8
10
10
10
Bedroom #1
Bedroom #2
Bedroom #3
Bedroom #5
Common Area
Bedroom #4
sleeps 4
sleeps 4
sleeps 4
sleeps 4
sleeps 4
sleeps 4
1 queen bed
1 king bed
1 queen pull-out sofa
2 twin bunk bed
1 queen bed
1 queen bed
1 queen bed
1 queen pull-out sofa
2
© 2022 Vacasa LLC | Sitemap | Privacy | Terms of Service | Accessibility
4.5
26 Reviews
This modern 2/2.5 townhome in NW Portland is highly praised for its unbeatable location and walkability to restaurants, shops, and public transportation. Guests appreciated the sleek, urban design and the comfort of the beds. The property felt safe and...
What our guests are saying...
Read more
AI-generated from guest reviews for this property
14 guests • 4 bedrooms • 6 beds • 4.5 baths
Overview
Sleeping arrangements
Amenities
Things to know
Bend, Oregon, United States
(Exact address will be provided after booking)
Location
Location
4.06
Poul M. | Oct 2024
Nice unit. There is an electrical problem with the main room switch.
5 star
47%
4 star
25%
3 star
14%
2 star
14%
1 star
0%
reviews Score
36 Reviews
Search for things like “pool”, “beds” etc.
Manager response:
Thank you for your feedback regarding your recent stay, Poul. I’m glad to hear that you found the unit nice, but I sincerely apologize for the electrical issue you experienced with the main room switch. Your comfort and safety are our top priorities, and I appreciate you bringing this matter to our attention. I will ensure that our maintenance team addresses this issue promptly to prevent any further inconvenience for future guests. Thank you again for your valuable input, and I hope you will consider staying with us again in the future.
Pool (Private)
Washer/dryer (Private)
Cable
Firepit
Hot Tub (Private)
View All 24 Amenities
House Rules
Cancellation Policy
- Check-in: 4:00pm
- Check-Out: 10:00am
- Max capacity: 10 people
- No dogs allowed
- No smoking permitted
- No parties or events
- Parking spaces: 3
- Minimum age requirement: 21
- Cancel within 24 hours of booking for full refund
View Cancellation Policy
avg / night
26 Reviews
Travel Dates
$406
guests
4.5
Check-out
Add date
Check-in
Add date
1 Guest
Check Availability
4.5
26 Reviews
This modern 2/2.5 townhome in NW Portland is highly praised for its unbeatable location and walkability to restaurants, shops, and public transportation. Guests appreciated the sleek, urban design and the comfort of the beds. The property felt safe and...
What our guests are saying...
Read more
AI-generated from guest reviews for this property
4.52
26 Reviews
What our Guests are saying...
AI-generated from Guest reviews for this property
This modern 2/2.5 townhome in NW Portland is highly praised for its unbeatable location and walkability to restaurants, shops, and public transportation. Guests appreciated the sleek, urban design and the comfort of the beds. The property felt safe and secure throughout our stay and was...
Show more
Photos & 3D Tour
USA Oregon Mt. Bachelor Bend
4.52
26 Reviews
What our Guests are saying...
AI-generated from Guest reviews for this property
This modern 2/2.5 townhome in NW Portland is highly praised for its unbeatable location and walkability to restaurants, shops, and public transportation. Guests appreciated the sleek, urban design and the comfort of the beds. The property felt safe and secure throughout our stay and was...
Show more
Deschutes Delight
14 guests • 4 bedrooms • 6 beds • 4.5 baths
House in Bend, Oregon
Adorable Bend townhome with ideal location, kitchenette & central AC
Perfect for a romantic getaway or writer's retreat surrounded by the beauty of Bend, this adorable escape will allow you to feel right at home in no time. Though this is an efficient space, there will be no lack of comforts you are used to. After a full day of hiking, rafting, or exploring the town, the free WiFi will allow you to look up more attractions nearby or share favorite memories on social media. Whipping up a snack to enjoy as you stream a movie on the smart TV will be a breeze, also with a kitchenette featuring a sink, wine fridge, microwave, and ample glassware. Plus, you can indulge in a bit of friendly competition by breaking out the provided board games at the small dining table. Book an unforgettable vacation today!
Overview
Sleeping arrangements
Amenities
Things to know
Bedroom #1
Bedroom #2
sleeps 4
sleeps 4
1 king bed
2 twin bunk bed
1 queen bed
1 queen pull-out sofa
2
Show all 12 amenities
Where would you like to stay?
Pool (Private)
Washer/dryer (Private)
Cable
Firepit
Hot Tub (Private)
Bend, Oregon, United States
(Exact address will be provided after booking)
Location
4.06
Poul M. | Oct 2024
Nice unit. There is an electrical problem with the main room switch.
5 star
47%
4 star
25%
3 star
14%
2 star
14%
1 star
0%
36 Reviews
All reviews
Search for things like “pool”, “beds” etc.
Manager response:
Thank you for your feedback regarding your recent stay, Poul. I’m glad to hear that you found the unit nice, but I sincerely apologize for the electrical issue you experienced with the main room switch. Your comfort and safety are our top priorities, and I appreciate you bringing this matter to our attention. I will ensure that our maintenance team addresses this issue promptly to prevent any further inconvenience for future guests. Thank you again for your valuable input, and I hope you will consider staying with us again in the future.
Similar Homes
Based on your search you might also like these properties
avg / night
avg / night
avg / night
avg / night
avg / night
avg / night
San Antionio, TX
San Antionio, TX
San Antionio, TX
San Antionio, TX
San Antionio, TX
San Antionio, TX
Hogan Haven
Hill Country Hidea...
Modern Southtown...
House of Colors
Treehouse Retreat
Lights over San Ant...
5
3
10
$456
$526
$390
$1000
$232
$280
3
4
5
3
3
3
2
3
3
3
8
8
10
10
10
House Rules
Cancellation Policy
- Listing #77615
- Check-in: 4:00pm
- Check-Out: 10:00am
- Max capacity: 10 people
- Quiet time: 9:00pm-8:00am
- Dogs allowed
- No smoking permitted
- No parties or events
- Parking spaces: 3
- Cancel within 24 hours of booking for full refund
- Cancel 30 days prior to check-in for refund minus taxes & booking fees
View Cancellation Policy
Desktop AI Summary
Mobile AI Summary
Test 3 — Killed
Sort-by-price lifted conversion rate +6%. But guests sorted into cheaper units — and revenue per booking fell 3–9%. We reverted.
Our analytics partner flagged low usage of the sort feature. We bet that sort-by-price would reduce friction for price-sensitive guests. The conversion rate improved. But the guests who used it booked cheaper properties, and revenue per session dropped from $20.50 to $17.56. A conversion win that costs more per booking isn't a win.
+6%
Conversion rate
-14.3%
Revenue per session
Additional Tests
Three more experiments from the program.
All-in Pricing
Showing total price upfront on search results reduced sticker shock and lifted billing step starts 11.1%. Driven in part by regulatory tailwinds around pricing transparency.
Killed
Fee Display
Simplifying fee display on the listing page booking widget increased starts — but caused completion drops downstream due to sticker shock. Starting checkout is not the same as completing it.
SRP Card Redesign
Larger photos, cleaner hierarchy, descriptive home labels, total trip price — lifted billing step starts 19% and in-session conversion rate 14.3%.
Business Impact
A 17% conversion rate lift on Vacasa.com's direct channel represents an estimated ~$95M in incremental gross booking value annually.
Based on Vacasa's publicly reported GBV (NASDAQ: VCSA, 10-K filings). Direct channel ~30% of $1.9B total GBV. GBV reflects total reservation value, not net revenue to Vacasa.
~17%
Cumulative conversion rate lift across 6 tests
$570M
Vacasa.com direct channel GBV
~$95M
Estimated incremental GBV annually
IN Reflection
By January 2026, the broader business had fallen 20% — but we held the direct channel to a 3% decline. We achieved a +17% lift in conversion rate despite 18 months of competing priorities, team changes, and org uncertainty.
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© 2026 Dan Rattigan