American Airlines Internship A/B Test Project

For my DCO A/B test project at American Airlines, I focused on optimizing a neutral creative that was designed to appeal to all demographics around the world. The test centered around whether including a live price in the ad or leaving it out would make a difference in user engagement. The creative was adapted into three different languages to ensure it resonated with a global audience.

Two Variations:

• Version A - featured a live, dynamically updated price, giving users real-time cost information for the flight.
• Version B - had no price displayed, focusing on a more general call-to-action without upfront pricing.

The goal was to see if displaying a live price would drive more clicks and conversions compared to a price-free version. By monitoring key metrics like click-through rates (CTR) and conversions, I aimed to understand how price visibility impacted user behavior across different regions and languages.  This test provided valuable insights into whether including live pricing in ads drives better engagement, helping American Airlines refine their future content strategy to optimize performance across global markets.