Rabbits From Their Hats: Tricks Design-Savvy Executives Are Using For New Web & Mobile Revenue

Melissa Matross@mmatross

February 2013

www.visualphotos.com

5 | Media Strategy

So how does it work?1. User does a search for flight, hotel or car

2. User sees Hotwire’s great prices and thinks

“Let me check to see if this is a good deal”

3. User notices the “Compare with other sites” conveniently located on Hotwire’s search results

4. User thinks

“Hey, this is easy. Hotwire must have the lowest prices since they are allowing me to check with other sites, but I’m going to check anyway…”

5. User selects on average 3 checkboxes and deeplinks to results on other sites

6. Hotwire gets paid for each search initiated on the other sites

Read minds

Know your customer’s behavior

Trick

#1

     

Collect payment on searches initiated from Hotwire

(searches that users would do anyway)

(Trust your value proposition)

Trick

#2 Believe in Magic

9 | Media Strategy

Build confidence that Hotwire offers the best prices

10 | Media Strategy

Why did it work so well?

• Lots of users cross shop• We treated it as a feature rather than ads• We designed it to highlight our exclusive opaque inventory & low prices• Sales team negotiates competitive CPC rates with partners

     

2000% increase in revenue

over 3 years

(Focus)

Trick

#3 “Hocus Pocus”

http://www.flickr.com/photos/krossbow/4509414056/

(Remove unnecessary features)

Trick

#4 “I can make you disappear”

(Speed Matters)

Trick

#5 “Presto!”

Full Site mWeb 1.0 mWeb 2.0

12.1

23.1

7.1

Full Site mWeb 1.0 mWeb 2.0

Search times

“Abracadabra!”

(Summary)

1. Know your user’s behavior2. Trust your value proposition3. Focus4. Remove unnecessary features5. Speed matters

Thanks!Questions?

Melissa Matrossmmatross@hotwire.com