e-travel conference 2013 presentation: creating a successful mobile strategy
DESCRIPTION
Presented at the e-travel conference in Romania in 2013. Success criteria for creating a successful mobile strategy.TRANSCRIPT
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What’s next in travel and online marketing?
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not a travel agency not an air companynot a booking portalnot selling tickets
Independent Travel SiteMeta-SearchSearching hundreds of websitesTravel Hunting ToolThe of Travel
We love technology and have passion for travel.
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How to develop and employ a successful mobile strategy in 6 months
Opportunitie
sChalle
nges
Solution
Effects
&
Results
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Opportunities
• Searches on Google from mobile were growing 300% YoY• Increase in search volumes on mobile/ decrease on desktop• Low CPCs on mobile
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Opportunities always come with challenges
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We thought we were mobile, we had an app and we were cool!We were Superman, ready to take over the mobile world
Challenges2 years ago, momondo lauched the App
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ChallengesM-site challenges • Bounce rate of 40% & conversion rate -90% vs. desktop• Poor usability• Loss of brand and SEO traffic to competitors We were giving away 10% of our traffic to competitors!
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Challenges
Challenges with the App• No resources to further develop the app• No resources to promote it: time consuming, many
platforms, costly• Not possible to measure ROI & CPD=EUR 2-3.• No growth in downloads or app revenue• Poor app & continuously poor ratings
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We had to move fast,and find a solution
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And we soon found the answer...Simplicity was the key to an effective
solution!
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SolutionCreating a m-site was not an option• Management did not understand potential in m-sites• Lack of m-site development recourses• Expensive to use an agency
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SolutionSimple & cheap m-site with core functionalities• Can be developed in-house (4-5 working days)• Supports brand and “top-of-the-iceberg” traffic• Bookmark implementation & increase of direct traffic• Create test markets to measure cross device conversions• M-Site remarketing – To retain current customers
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SolutionA part-time App-Promotion Guru• Improve product with development & agency• Campaigns on App-Promotion platforms: Facebook & Google• Identify new advertising platforms• React to feedback on App Stores Higher ratings – Higher app ranks – Lower cost per download
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Effect
• Launch of a very simple simple m-site– Flight Search only– No design layers
• Immediate effect on key indicators• Management focus on m-site traffic
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Simple, fast solutionslead to good results
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Results
ReLaunch of momondo m-site • Test site lead to manament approval to launch
a Full Scale m-site• Employment of 2 mobile developers• Focus on design, usuability and cross
promotion of products• Conversion rates -10% compared to Desktop• ROI +5% compared to desktop due to cheaper
traffic• Traffic increase from Dec. 2012 to Jan. 2013
450% (averagely 70.000 users per day)
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Results
momondo App• 260% increase in daily downloads• Increase in App Ranks due to better ratings• Cost per download down by approx. 150%
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Good results don’t last forever.So, what’s next?
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What’s next?
Invest in constantly improving the product• Mobile team of 10-12 developers in 2014 • Pressure on OTAs to develop m-site
Invest more in advertising• Target 20% of total traffic from mobile device in 2014