Travelplanet24 Presentation
17
The impact of technology on conversions
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This is the presentation of Philip Brinkmann CEO of Travelplanet24.com during the IFITT Greece Inaugural Event in Athens Hilton Sept 2011. He explain us how technology helps OTAs to increase conversions by using three samples, A/B testing, Social Media strategy, booking funnel for integrated ads.
Transcript of Travelplanet24 Presentation
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
LinkedIN: http://gr.linkedin.com/pub/philipp-brinkmann/b/2a2/423
Facebook: www.facebook.com/travelplanet24
Twitter: travelplanet24
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