A more personalised marketing strategy implemented in Ireland by Expedia has brought significantly improved user experience levels and banner click through rates.
Expedia worked with IgnitionOne on its .ie site utilising its Digital Maketing Suite supporting the retail giant’s ‘People Shaped’ drive to increase conversions, traffic and click-through rates.
IgnitionOne says within three months of the project going live overall site relevancy improved the user experience 25% and targeted homepage banners saw a threefold increase in click throughs compared to default or standard banners.
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.
“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. 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 contextualising our promotions based on what our customers are searching for.”
IgnitionOne’s Digital Marketing Suite attaches an audience scoring engine to a retail partner’s website which looks at onsite behaviour and looks to adapts homepages according to the user’s search criteria and profile.