Sekuenz, a digital consulting firm, has teamed up with The Hotels Network to test and measure the real impact that optimizing the hotel direct channel has on the conversion of paid traffic.
By conducting A/B test on two joint clients – Silken Hotels and Condes Hotels, they were able to see the impact that optimizing the website experience for paid traffic had on conversion rates.
Shown to all visitors who landed on the website regardless of the search device, this layer communicated an exclusive 10% discount. The message included a clear CTA (call to action) redirecting users to the booking engine, where the rate reduction was already applied so they could complete their booking easily and quickly.
Displayed to all visitors coming from paid traffic campaigns who were about to leave the website, the purpose of the message was to retain users by communicating the advantages of direct booking and inviting them to complete their booking at that moment.
Different messages were used on the home page and in the booking engine, capturing the user’s attention. Adapted to all search devices, these showcased unique features of each hotel, making it clear that the hotel was the right choice for the visitor.
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Welcome message offering a discount
Exit showing perks of direct booking
Smart notes on the home page and in the booking engine
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