IgnitionOne Targeting Drives 300% Higher CTR for Expedia.ie
Expedia.ie faced the challenge of an industry where users seek a wide variety of products. Reflecting its “People Shaped” approach to travel, Expedia.ie aims to offer highly relevant products and services to cater to the differing needs of its audience. The popular travel brand sought to increase web traffic, click-through-rates (CTR)and conversions on its site."People Shaped Travel is not just a tagline, but the underlying ethos behind everything we do. When it comes to travel, things can get complicated. Decisions need to be taken and there is endless choice. We aim to help customers find the products and services best-suited to their needs and interests. IgnitionOne’s technology is a tool we are using to support this goal in Ireland by contextualizing our promotions in an automated way based on what our customers are searching for." - Andrew Warner, Senior Marketing Director, Expedia EMEA
CONTENT PERSONALIZATION: IgnitionOne implemented its Digital Marketing Suite technology which dynamically and automatically customizes site content for each visitor in real-time based on their travel destination interest. Providing more relevant content creates a more fluid click behavior, which improves CTRs. The technology was driven by IgnitionOne’s powerful audience scoring engine on Expedia Ireland’s website. The scoring solution considers on-site behavior, form analysis and many other data points. As a result the website instantaneously adapts its homepage banners according to the travel interest profile of each visitor which is the main component of the travelers DNA. This was all done in an automated environment using data elements from different data silo’s to come up with a personalized score and segmentation.
Expedia used the IgnitionOne marketing automation platform to trigger the right content at the right moment, but the platform can also be used to trigger personalized forms, emails or even display and advertisements on third party websites. Andrew Warner, Senior Marketing Director, Expedia EMEA said, “When Expedia launched, we effectively turned around the travel agent’s monitor and gave the customer access to these expert tools, and more than 15 years on, we continue to look for new ways to empower our customers and to make travel planning simpler and more intuitive.”
USER INTERFACE: Expedia provides access to over 150,000 hotels and more than 300 airlines from destinations across the globe, offering a wealth of ways to tailor the content displayed in banners. The Expedia.ie team is using the Digital Marketing Suite’s LiveMarketer drag and drop functionality to draw on the broad range of options to personalize the website on the fly. This functionality includes triggering promotional offers and other on-site campaigns easily for different audience segments to ensure that Expedia.ie can help travellers to find the best value for the destinations they are most interested in quickly and easily.
RESULTS- Within just three months, overall site relevancy improved the user experience by 25%.
- Targeted homepage banners recorded 300% (4x) higher CTR compared to default or standard banners.