How Baidu Hotel’s Price‑Comparison Design Boosted User Conversion

Project Background

In the online hotel booking market, platforms compete fiercely on price, creating natural price gaps. User interviews revealed that over half of users compare prices before booking, often using two or more hotel apps. Baidu Hotel integrated multiple suppliers and member discounts to create an aggregated price‑comparison platform that offers the best value.

Design Strategy and Touchpoints

1. Goal and Strategy Definition

Aligned with product goals and user needs, the design team set clear objectives to communicate price‑comparison value at three key stages: before service quote selection, during selection, and after selection.

2. Clarify Implementation Touchpoints

Competitor research across hotels and other e‑commerce sectors identified three effective concepts:

Leverage core modules to convey price‑comparison ideas and benefits such as “low price” and “save money”.

Inject price‑comparison into product gaps , using transition pages and end‑of‑reading moments to educate users without friction.

Aggregate‑price model , sorting offers from low to high for quick comparison.

Solution Exploration and Implementation

1. Enhance Perception – Let Users Know Baidu Hotel Can Compare Prices

The initial list design mirrored traditional hotel apps, offering limited price‑comparison cues. The redesign introduced a stronger module highlighting “price lower than X platform” to make the comparison obvious.

2. Build Cognition – Aggregated Price‑Comparison Model

Complex hotel quotes often include multiple service policies, leading to redundant listings. The aggregated model groups identical service policies together, emphasizing the lowest price and simplifying user decision‑making.

Two user paths were designed: direct selection of the lowest‑price provider, or opening a detailed comparison panel that lists all platform offers with service and discount differences.

3. Reinforce Memory – Re‑emphasize Price‑Comparison Value After Booking

Post‑booking screens and loading states were used to remind users they secured the lowest price and saved money, reinforcing the price‑comparison perception.

Conclusion

The Baidu Hotel price‑comparison design followed three stages—enhance perception, build cognition, and reinforce memory—using module‑based comparisons, aggregated pricing, and strategic “product gap” placements. These efforts improved user conversion and established a consistent, low‑price experience across the booking flow.