CASE STUDY58.5% CONVERSION UPLIFT WITH HOMEPAGE PERSONALISATION

OVERVIEW

THE SEGMENT

All site visitors viewing any Cruise Details page and subsequently viewing homepage, across Australian, German and US markets covering all devices.

THE CHALLENGE

The homepage contained a static hero image on their homepage which promoted a business priority. This was an internally-focused strategy that didn’t generate the intended interest. We recognised customers had different interests and may have already had a cruise or destination in mind, from previous visits and browsing across the site therefore dismissed the banner.

The homepage contained a static hero image on their homepage which promoted a business priority. This was an internally-focused strategy that didn’t generate the intended interest. We recognised customers had different interests and may have already had a cruise or destination in mind, from previous visits and browsing across the site therefore dismissed the banner.

THE HYPOTHESIS

By displaying cruise information and imagery of the visitor’s most recently viewed cruise, bookings will increase due to visitors being shown personalised messaging that match their interests rather than generic messaging.

THE EXPERIMENT

Homepage banners contained personalised imagery and copy based on the user’s last visit to the site to encourage the continuation of the user’s last visit.

A ‘recent searches‘ link was applied to enable a fast-track route in to identified locations of interest.


THE RESULTS

HERO CTR
+60.8%

USA +16.4%
GERMANY +71%
AUSTRALIA +173%

HERO CTR
+74.4%

USA +25.6%
GERMANY +64.9%
AUSTRALIA +145%

HERO CTR
+45.1%

USA +3.8%
GERMANY +65.2%
AUSTRALIA +109%

UPLIFT VS CHALLENGER FOR ALL DEVICES

DESKTOP +60.8CTR %
TABLET +74.4CTR %
MOBILE +45.1CTR %

CONVERSION INCREASE
+58.5%

6 MONTH REVENUE IMPACT
+£3,408,684


ANALYSIS & INSIGHT

We observed an increase clicks on the hero banner of 58.5% (looking across all devices and markets). Our confirmation metric of users reaching the payment page was up 3.8% (with 72% probability).

There were a number of devices and markets to consider here, but overall we saw positive engagement with the hero banner being personalised to a users’ most recently viewed cruise.

Desktop saw the most positive indications for users progressing to the payment page.

Providing a strong visual change has proven to engage users and the same trends can be seen across the different markets, despite the demographic differences.

We identified differences in the device experiences to payment; but this suggested that users were using mobile & tablet devices during the research and discovery phase, but not the purchase phase.

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