It's the kind of story Chief Execs dream of: analysis of their website which leads to a massive jump in profits.

Expedia realised customers were ready to buy, had selected the hotel they wanted and had even hit the "Buy Now" button and entered their billing details but they weren't completing the purchase. By analysing what was going wrong they worked out that one data field - "Company" - was confusing customers, causing the transaction to fail. Expedia simply deleted the confusing data field and saw an immediate jump in successful bookings leading to additional profits of $12m a year.