For over a decade, Booking.com has been synonymous with a culture of "test everything." While "copy" was once seen merely as a final polish, ten years of experimentation have transformed it into a primary lever for business impact and customer advocacy.
This talk explores the evolution of the Copy Experimentation Programme (CEP), moving from simple A/B testing to a sophisticated, cross-functional strategic pillar. We will dive into the history of how our writing community transitioned from "gut-feeling" phrasing to data-informed strategy. A key component of this success has been the upskilling of writers in data literacy. By training 90% of our writers on a dedicated education syllabus, we've empowered them to move beyond creative intuition to forming high-quality, testable hypotheses that work.
Attendees will learn how we bridge the gap between technical constraints and customer needs. We'll discuss the vital collaboration between UX Writers and Engineering/Platform teams to unlock technical capabilities and ensure our experiments reach customers at scale. Central to this is our framework for a customer-centric approach that ensures we aren't just driving metrics, but solving genuine pain points in the customer journey.
Finally, we will share how this rigorous approach " balancing velocity with high-quality standards " has secured UX Writing's influence within leadership. By demonstrating clear business impact through transactional and behavioral metrics, we've proven that words are a strategic asset. We'll provide a roadmap for how other organizations can foster this culture, utilize experimentation to advocate for the craft, and ultimately, get their own seat at the table.
