Optimisation in times of a force majeure event

There are a lot of unknowns when we, the general public and businesses alike, face force majeure events. Be it a virus (as is happening right now with the COVID-19 outbreak), earthquakes, tsunamis or volcanic eruptions (remember Eyjafjallajökull?) - even heightened political tensions/instability in a specific region. The travel industry is often at the frontline when such events happen and has to...

Travel – What helps the buying process?

We're lucky enough to have worked with numerous clients within the travel industry over the years, and due to the presence of the World Travel Market Event this week we thought it would be worthwhile and helpful to highlight a couple of our test findings. Test Idea 1: Showing returning customers what they last viewed or searched for. This has proven to...

Heat on the tracks

Disruption, delays & unavoidable issues As I write this during a heatwave in July, I'm already hearing reports that there are train delays on many of the train routes across the UK. It seems that our tracks suffer with excessive heat as much as many passengers do, even without delays due to climate. As many would accept as being good business practice,...

To Protect and Serve: Optimisation Solutions Must Take Security and Privacy Seriously

Optimisation solutions sit between your content and your users – invisibly collecting information and serving content that defines the customer experience. That places a great deal of responsibility on the optimisation vendor to protect the integrity of the relationship you’ve established with the user in the first place. This is especially important when you test behind the login, within a...

How Travel Marketers Can Use First-Party Data to Improve Conversion Rate

For anyone who has attended the Phocuswright Conference, you know how fast-paced it is. Technology companies attend the conference to showcase their innovations within the travel industry, often with the goal of gaining both visibility and funding. These companies range from bootstrapped start-ups to the largest players everyone knows. For attendees, it’s a rare chance to see the next generation...

Three Travel Success Stories for the Holidays

Have you booked your holiday travel yet? Me neither. Guess what, we’re not alone. The prime time for booking holiday flights is between November 17 and December 14. Even later for hotel stays. So the good news is marketers still have time to reach holiday travellers. Customer booking journeys can be complex. By using measurement, A/B and MVT testing and targeting, and...

Travel: How to Optimize Your Landing Pages

If you’ve only got about four seconds to catch a visitor’s attention, it’s crucial to put your best digital foot forward. Landing pages are a great place to make that all-important first impression. The job of a landing page is to keep the message relevant, consistent, customer-centric and ultimately, bring the customer through the funnel to purchase. A landing page can...

How to Get More From Your Mobile Marketing Dollars

Marketers are spending more and more on mobile advertising with no signs of slowing down. In fact, U.S. mobile advertising will grow from $12 billion in 2015 to $19 billion in 2018 according to PwC. Unfortunately, in today’s economy, a lot of that money isn’t being well spent. The problem: Treating mobile as a silo rather than a touch point in...

How to Optimise the Travel Booking Funnel

Understanding the customer journey, in its entirety, is a puzzle that continues to challenge digital marketers, particularly when it comes to perfecting the process of online travel marketing and booking. The reality is that there are so many factors that impact whether a consumer makes a final decision to purchase travel – these factors take place on and offline, across...
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