Jorden Lentze

In 2008 Jorden ran his first experiment using Google Website Optimizer and working for MoneYou. After running experiments for ABN AMRO he joined Google as a conversion industry manager, responsible for the CRO strategy in the Benelux before joining Booking.com in 2017.

At Booking.com he started on the hotel side of the marketplace, improving the onboarding flow for new hotels, switching to the guest side in 2020. After changing the way customers select and customize a room on apps, he is now working on decreasing choice overload by reducing the number of room choices and increasing the differentiation per choices, specifically on apps.

Next to this he also an Experimentation ambassador and is giving experimentation training to product managers and others at Booking.com. Jorden is passionate about experimentation and thinks that homepage carousels and hamburger menus are evil.

Presentation Title:
"From 1 to 1,000 Experiments: The Evolution of Experimentation at Booking.com"

Booking.com has been running experiments for 20 years. Starting with a single test in 2005 and evolving into an organization that now runs over 1,000 concurrent experiments.

How did Booking.com slowly evolve to where they are now? And how are they using experimentation to grow faster?

In this 30-minute session, Jorden will share learnings from Booking.com’s experimentation journey, real experiment examples, and practical tips that teams can apply to make better decisions and gain a competitive edge.

Key Takeaways:
- How to use experimentation for both tactical optimizations and strategic decision-making with long-term impact
- Why making better business decisions more frequently through experimentation will give you an edge over competitors.