Work with us
Your booking flow is asking badly, and it costs you nothing to fix
We rebuilt the donation step inside three major airlines' booking flows and roughly doubled how many people gave, with real money at stake. Customers did not think less of the airline and did not book less. Here is what doing that inside your own product looks like.
Case study: travel industry
Customers liked the platform more for asking
In an online study with no money at stake, a travel agency added a one-tap reforestation contribution at checkout. 69% of participants chose to add it. 75% preferred the platform that offered it, including people who did not donate, and many said they would book there even at higher ticket prices. Adding the option cost the platform nothing in how customers saw it or whether they would book again.
We would not plan a rollout on that 69%. Nobody in that study gave up any money, so treat it as the ceiling. The number we would model a live deployment on is 5% opting in, and at the volume a booking platform handles even that adds up. The build is small: an integration into your checkout and payment flow, with Rainforest Trust already set up to receive the money.
We have since tested redesigned donation steps inside three major airlines' booking flows with real money on the line, where participants kept or gave up bonus earnings that were theirs. Giving roughly doubled, and again it cost the airline nothing in how customers rated it or whether they said they would book. Read those findings.
One thing this is not: a carbon offset. A checkout contribution funds conservation work and earns goodwill. It does not cancel out the emissions of the flight, and we do not sell it as though it does.
Read the full study →Try what participants saw
Try the toggle. This is the intervention from our stated-choice study of contributions at checkout, where participants faced it with no money at stake.
How we work
Diagnose, design, measure
Diagnose
We go through your product and find the places a customer would act if you asked well: checkout, onboarding, renewals, whatever your defaults are set to.
Design
We design the change from published evidence and size it to what your engineers can actually ship. Most of what we propose fits in a sprint.
Measure
We set the rollout up as an experiment, so you end up with your own opt-in rate, your own revenue effect, and your own impact figure instead of a vendor's.
Engagements
Two ways to start, depending on how ready you are to ship
Flow diagnostic
2–3 weeksFor a sustainability or e-commerce lead who wants to know what to fix and in what order.
What you get
- Your booking path scored against the eight areas in our airline ranking, with the gaps named
- A list of changes in priority order, each with the evidence behind it
- A written specification for the redesigned donation step, ready to hand to your engineers
Design and live test
One quarterFor a team ready to ship a change and see what it did in their own numbers.
What you get
- A production-ready design of the donation step, fitted to your brand and your checkout
- An A/B test plan, sized so the result will be readable, plus what to instrument to run it
- A written read-out you are free to publish, including a flat result if that is what the data says
Scope and fee depend on the size of the flow and how much of the engineering you want to keep in-house, so we quote per engagement. Tell us which shape fits and we will come back with a scope and a number.