The impact of technology on conversions

Table of content

A/B or multivariate testing

1.

The integrated booking funnel

3.

How to use social media in the booking funnel

2.

A/B or multivariate testing

We made a small experiment where we changed the „book“ button on the last step of our booking funnel.

Definition: Multivariate testing is a process by which more than one component of a website is tested in a live environment.

Multivariate testing can test the effectiveness of multiple variations of content.

The experiment

The winner

Original design New design

Unbelievable Results

• 4,8 % increase of conversions on the last step with the new button compared to the old button

• Increase of our monthly turnover by 132.348 €

Table of content

A/B or multivariate testing

1.

The integrated booking funnel

3.

How to use social media in the booking funnel

2.

How to use social media to increase conversion

• The idea was to reward users for sharing their travel plans on facebook

• We integrated the facebook API in our results and offered a 2 € discount per passenger for sharing the information on facebook.

The application

35.000 posts on facebook

• Increase in conversion

• 35.000 posts on facebook in one month saying „I am flying to London with travelplanet24.com and saved XX €“

Table of content

A/B or multivariate testing

1.

The integrated booking funnel

3.

How to use social media in the booking funnel

2.

Confusing offers

1.• User sees a banner on the internet

• He clicks on the offer

2.

• The user is redirected to a landing page with some kind of search mask

• The user enters the dates he is interested in

Confusing offers

3.

• The user is redirected to a result page but he can’t see the price of 48 €

• User leaves dissapointed because he can not find what was promised to him.

The integrated booking funnel

1.

• User sees a banner on the internet

• He clicks on the offer

2.

Automatic update of prices

The integrated booking funnel

User is redirected to a page where he immediately sees what dates the price is available

Investing in technology will increase your conversions

Thank you very much for your attention

brinkmann@travelplanet24.com

LinkedIN: http://gr.linkedin.com/pub/philipp-brinkmann/b/2a2/423

Facebook: www.facebook.com/travelplanet24

Twitter: travelplanet24

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