TECH
11/11/2010 11:55 am ET | Updated May 25, 2011

How An Extra Data Field Cost Expedia $12 Million

Expedia analysts realised the site needed to be changed after investigating why many customers who clicked the 'Buy Now' button on the company's site did not complete the transaction.

"This is someone who was on our site, found the right location and hotel, put in all their billing and travel information and clicked the 'Buy Now' button," Megibow said.

"As far as leading indicators of purchase intent go, this is as good as it gets and yet we weren't taking the money."

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