Booking.com has a reputation for being one of the most heavily A/B-tested websites on the internet. Every feature, every font size and every color choice has been put to the test at some point. It's one of the reasons that Booking has been so successful in an incredibly competitive travel booking space. But after years of optimization efforts and thousands of A/B tests, Booking.com has numerous apparent flaws with the UI alone: It's cluttered and full of visual distractors. Is this really what the optimal travel booking website looks like? Is this what other players in the space should strive for? Get the full story at eyequant