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.
TAP relied on Wingify to run structured experiments across its booking funnel and improve the experience for travelers booking online.
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 engagement with the market and language switcher within the booking funnel by making it available beyond the initial Search step. This would allow visitors to easily update their market or language preferences without restarting their booking journey.
Observations
Analysis of visitor behavior revealed that some travelers reached the Flights step and then realized they needed to change their market or language selection. Because the switcher was no longer available at that stage, users had to navigate back, restart their search, or abandon the booking process altogether.
This created unnecessary friction and increased the risk of booking abandonment, particularly for international travelers comparing fares, currencies, and localized content.
Tests run
The team ran an A/B test using Wingify Experimentation on desktop, targeting pages that matched the category URL pattern on TAP’s Internet Booking Engine (IBE).
Hypothesis
If the market and language switcher were made available at the Flights step of the IBE, visitors who needed to change their settings mid-funnel would be able to do so without abandoning the booking. This would reduce friction and keep more visitors moving toward completion.
Changes Implemented
The control kept the market and language switcher available only at the Search step. Once a visitor progressed to the Flights step, the option to change market or language was no longer accessible.
The variation introduced the switcher at the Flights step, allowing visitors to edit their market or language selection at that stage. When a visitor selected a different market, the flights page refreshed with the same flight details in the new market, with currency adjusting to reflect the new pricing.
The market and language selection made at the Flights step carried forward into subsequent IBE steps.
Results
Clicks on the market and language switcher increased by 117.82%, confirming that visitors wanted the ability to change their market or language mid-funnel but simply hadn’t had access to it at that stage of the booking flow.
Overall impact
117% increase in clicks on the market and language switcher
+ 117%
Conclusion
By making the market and language switcher available at the Flights step of the booking funnel, TAP Air Portugal successfully removed a key usability barrier for visitors who needed to adjust their settings after starting their booking journey.
Based on the positive outcome, TAP adopted the Variation, reinforcing its commitment to data-driven optimization and delivering a more customer-centric digital experience through continuous experimentation with Wingify.
If you are curious to know how Wingify can deliver similar results for you, get a personalized demo.
