The comment about laughing at users doesn’t show you in a good light if I’m honest. If you’re truly in design because you’re trying to make people’s lives better then why are you laughing at them?

As I understand the click test format from Usability Hub (it’s been a while since I tried it) you get to give the user a task and they click somewhere based on what you ask of them. This is a world away from having someone actually part with their money and lacks the real context of what came before the screen. So to say you’ve increased revenue by 30% is very far fetched. It might also be more profitable for Lonely Planet to have users by the cities individually, so you may have actually decreased revenue.

But I understand, it makes a great title and it got me reading. So well done for that and the result was nonetheless rather interesting. Thanks.