The client is one of the leading travel booking companies in MENA region that caters to the diverse needs of travelers from UAE and beyond. Their OTA Platform differentiates itself by offering competitively priced on over 200 airlines, more than 2 million hotels all around the world and complete holiday package solutions for top destinations.
Marketing Analytics For An OTA in MENA Region
Overview
Marketing Analytics For An OTA in MENA Region
Overview
The client is one of the leading travel booking companies in MENA region that caters to the diverse needs of travelers from UAE and beyond. Their OTA Platform differentiates itself by offering competitively priced on over 200 airlines, more than 2 million hotels all around the world and complete holiday package solutions for top destinations.
Business Need
The client's Head of Product wanted to set up a data-driven culture for their Product and Analytics teams to design and test product ideas, with the aim to improve user experience, website conversion rate and in turn online sales. They were looking to work with a technology and marketing partner for product training and A/B test ideas collaboration.
Scope
Marketing Analytics Services
Industries
Online Travel and Tourism
Services
Marketing Strategy and Execution
Technologies
Angular JS
Node JS
Figma
Python
Tableau
Solution Provided
01
Conducted feature attribution analysis – a custom analysis developed by AARCHIK
02
Highlight the features (events) on the website that are significant to end conversions vs the features that lead to users exiting.
03
Duplicated the A/B test designs for different languages and separated the traffic landing from desktop vs mobile devices.
04
Ultimately, we were able to rapidly enhance brand perception and support sales enablement
Solution Provided
01
Conducted feature attribution analysis – a custom analysis developed by AARCHIK
02
Highlight the features (events) on the website that are significant to end conversions vs the features that lead to users exiting.
03
Duplicated the A/B test designs for different languages and separated the traffic landing from desktop vs mobile devices.
04
Ultimately, we were able to rapidly enhance brand perception and support sales enablement
Benefits
01
Increased Website conversion rate: 28%
02
Increased Revenue per Session: 4.5%
03
Visitors exposed to the right marketing messages were found to generate a higher monetary impact in terms of sales
04
Redesigned Hotel Listing Page were found to convert at a higher rate than the original variant
05
Distributed 25% of traffic to each of the variants along with the original version
Results
AARCHIK was engaged with the client team to improve the existing conversion rate of Flights and Hotels products and to reduce user drop offs from different stages of the funnel – Home page, Listing Page, Detail Page and Billing Page. The client website caters to both English and Arabic speaking population in the MENA region. The A/B test variants were to be duplicated in both languages and tested on website as well as on m-site. Their team were running multiple A/B tests on various products at the same time and so it was important to segregate the new tests from conflicting with the existing ones.
Results
AARCHIK was engaged with the client team to improve the existing conversion rate of Flights and Hotels products and to reduce user drop offs from different stages of the funnel – Home page, Listing Page, Detail Page and Billing Page. The client website caters to both English and Arabic speaking population in the MENA region. The A/B test variants were to be duplicated in both languages and tested on website as well as on m-site. Their team were running multiple A/B tests on various products at the same time and so it was important to segregate the new tests from conflicting with the existing ones.
Have A Query?
Do you need a detailed consultation or feasibility study for this topic? Or it maybe you just want to exchange views and thoughts on this topic. Do get in touch with us and we would be glad to share a cup of coffee together and discuss this topic together.
Have A Query?
Do you need a detailed consultation or feasibility study for this topic? Or it maybe you just want to exchange views and thoughts on this topic. Do get in touch with us and we would be glad to share a cup of coffee together and discuss this topic together.
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