About TAP Air Portugal
TAP Air Portugal is Portugal’s leading airline and a member of Star Alliance since 2005. Flying since 1945, TAP operates from its Lisbon hub, connecting Europe with Africa and the Americas. The World Travel Awards have consistently named it Europe’s Leading Airline to Africa and Europe’s Leading Airline to South America.
TAP’s fleet includes next-generation NEO model Airbus aircraft, alongside a regional fleet of Embraer and ATR aircraft under TAP Express. It’s widely recognized as one of the safest airlines in Europe and the world.
Why Wingify?
TAP Air Portugal chose Wingify as its experimentation platform to support a data-driven optimization program across its digital booking journey. Wingify enabled the team to quickly create, launch, and measure experiments on critical booking funnel pages, helping identify opportunities to reduce friction, improve user experience, and increase engagement without requiring extensive development effort.
Bruno Vilan SEO & CRO Analyst
Goals
Increase awareness and adoption of TAP’s Stopover program during the flight selection step by improving the visibility of the Stopover promotional banner.
The objective was to determine whether placing the banner higher in the flight listing would attract more attention, drive more clicks on the “Add Stopover” call-to-action, and ultimately generate incremental revenue.
Tests run
The team ran an A/B test using Wingify Experimentation across all devices, targeting the Brazilian market.
Hypothesis
The stopover banner was positioned between the second and third flight options on the Flights step. If the stopover banner appeared earlier in the flight listing, before visitors had already committed attention to specific flight options, more visitors would notice the offer and click to add a stopover to their trip.
Changes implemented
The Control placed the stopover banner between the second and third flight options on the Flights step of TAP’s Internet Booking Engine (IBE).
Variation 1 moved the banner to the first position, before the first flight option, giving it maximum visibility at the point where visitors first landed on the flight listing.
Variation 2 placed the banner between the first and second flight options, testing a middle-ground position that appeared earlier than the control but after visitors had seen the first flight option
Results
The test confirmed that banner position had a direct impact on stopover conversions. Variation 2 increased clicks on the “Add Stopover” CTA by 44.62%, and revenue increased by 6.18%.
Overall impact
44.62% increase in CTA clicks
+ 44.62%
Conclusion
The experiment demonstrated that banner placement plays a significant role in user engagement and conversion. By positioning the Stopover banner earlier in the flight listing, TAP increased the visibility of the offer at a key decision-making moment in the booking journey.
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