The theory is that when a would-be customer sees the term “Book,” it hinted at a degree of commitment for which the customer might not be ready, Zacharia acknowledged. “Select” was seen as less prescriptive, and “View” has been deemed completely neutral. Eventually, click rates soared. A SWAT team also developed Kayak’s Amazon “skill,” which lets users with Amazon’s Echo devices ask Alexa questions like, “Alexa, where can I go this weekend for $200?” Another change made at the suggestion of a non-technical employee was to move the hotel photos from the right hand side of the page to the left. They tried the switch, click rates soared, and now it’s the law of Kayak land - at least until a better idea comes along. Get the full story at Fortune