BookIt.com is a fast-growing, privately held, Florida-based online travel company that competes with travel sites such as Orbitz.com or Travelocity.com .
BookIt.com gave Delve their website analytics “baby” — we own a majority of website optimization tasks related to increasing conversion to bookings above the current benchmark — in the context of website and e-mail channels.
Over a six-month period, we went through the following steps to arrive at specific A/B test recommendations:
1. Website | Analytics
We started with a Omniture SiteCatalyst audit and fixed a number of serious reporting errors — those fixes allowed us and the client to trust SiteCatalyst data.
We then generated ad hoc reporting and trend analysis of website behavioral data.
2. Website | Optimization Roadmap
After getting the quantitative web analytics data clean, we began researching the experience of site visitors. We recorded dozens of videos documenting the behavior of actual customers browsing the site and interacting with key features.
We also surveyed thousands of web visitors, soliciting feedback regarding the ease with which they can navigate the site. The resulting actions taken from this data have been substantial, including:
3. E-mail | Redesign from the ground up
We assisted BookIt.com with selecting a new e-mail provider (Responsys) and provided advice on maximizing value from the e-mail program, with the goal of doubling e-mail revenues in the next 12 months.
Using the formula (E-mail revenue = E-mail list * frequency of campaigns * revenue per e-mail sent), we helped the client put together a four-phase plan to achieving revenue growth from the e-mail program:
4. Customer Data | Mining
While fixing SiteCatalyst (1), coming up with the Website Optimization Roadmap (2), and helping with the E-mail program (3), we also mined 5 years of transactional data to understand data relationships common to all bookings. For instance:
We utilized the above insights to influence the Website Optimization Roadmap (2) and found the insights to be extremely valuable to the E-mail program (3).
We are currently in the midst of finalizing all website optimization recommendations, with the goal of improving conversion to bookings by at least 10%. This and other recommendations are expected to yield tens of millions in incremental revenues in 2012.
A fast-growing, privately-held, Florida-based online travel company that competes with sites such as Orbitz.com or Travelocity.com .
The team at Delve is a joy to work with and has proven to be an invaluable resource for BookIt.com. Delve’s approach is a blend of data-driven analytics and technology mixed with real-world online marketing experience. We really appreciate their smart, fast and no-nonsense approach to helping us meet our business goals. Jesse Henson, VP Marketing
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