A well-known online travel site set out to increase their conversion rates. They provided comprehensive room and amenity lists for their hotels – what else could they do? A usability study by Usability Sciences revealed that customers often made decisions by property age. The study also indicated that availability of “guest reviews” had the greatest impact on increased conversion, followed by offering an extensive photo gallery. Based on these findings, the client implemented “guest reviews” on the default view for the hotel. In addition, a more extensive thumbnail photo gallery was added.