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I analyzed the website of Airbnb as a web development team lead.
And here’s where it quietly loses conversions 👇
On the first screen, a user has to answer 3 questions at once:
- where to go
- when
- with whom
Sounds logical.
But from a behavioral perspective — it’s friction.
👉 Because most users don’t come with a fully formed decision. They’re still exploring.
Insight #1:
The more decisions required upfront → the lower the conversion rate.
What Airbnb does:
Gives users maximum freedom.
What that leads to:
A portion of users never even start the search.
Insight #2: The Paradox of Choice
Filters look like a feature.
In reality:
- 10+ parameters
- dozens of options
- constant “maybe there’s something better”
👉 Decision gets delayed → users drop off
Insight #3: Browsing vs Buying
Airbnb is optimized for exploration.
Not for fast decision-making.
And that matters.
👉 Browsing ≠ Booking
What this means for your business:
Airbnb can afford to lose some conversions.
You probably can’t.
If you:
- don’t have massive traffic
- don’t have a strong brand
You need a different approach:
✔ one clear scenario
✔ minimal choices upfront
✔ a strong “next step”
✔ a clear value proposition above the fold
❗Curious:
1 - Do you usually explore before deciding?
2 - Or do you prefer making fast decisions?
Drop 1 or 2 in the comments 👇
(and if you want — share your website, I’ll give you 2–3 actionable improvements).
Adegbite, thanks for your comment!
The network for creativity
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Connect with clients, get discovered, and run your business 100% commission-free
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