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Client Success StoriesWebtrends for TravelCross-channel experiences that are relevant, personal and valuable

Client Success | Webtrends® © 2015 Webtrends, Inc. All Rights Reserved

1 Client Success | Webtrends® © 2015 Webtrends, Inc. All Rights Reserved

Success in TravelIncrease online booking and revenue across all phases of the search-to-book process by delivering a personal 1:1 experience for every traveler, every time.

How? With WebtrendsFor more than 20 years, Webtrends has helped companies make sense of their customer data to drive digital marketing success. Today we are able to leverage visitor insights like never before to create highly relevant digital experiences in the moment, when it counts.

Learn how we’ve empowered leading global brands like Europcar, East Coast and Hotels4U to boost booking, ancillary revenue and repeat business across all digital channels. But don’t take our word for it. This booklet walks you through their experiences—real world examples of how leading travel organizations are using Webtrends.

Featured Clients KLM: Quadruples email conversion rate 3

Hotels4U: Uses testing to drive revenue and growth 5

Hotels4U: Increases mobile conversions 7

Alitalia: Increases online bookings 9

East Coast Trains: Improves online experience and revenue 11

Europcar: Increases conversions and add-on sales 13

Rail Europe: Improves search strategy to increase revenue 15

STA Travel: Utilizes multi-channel insight 17

3 Client Success | Webtrends® © 2015 Webtrends, Inc. All Rights Reserved2 Client Success | Webtrends® © 2015 Webtrends, Inc. All Rights Reserved

KLM quadruples email conversion rateKLM Royal Dutch Airlines was founded in 1919 to serve

the Netherlands and its colonies. Since its merger in 2004,

KLM has been a part of Air France KLM Group, which offers

global flights and access through its extensive network. KLM

prides itself on proactively devising strategies and investing in

technologies that allow it to optimize market opportunities.

Key challengesKLM wanted an email marketing solution to maximize customer value and deliver offers and updates.

Its previous email marketing solution could identify and flag customers who did not make a transaction and send them a remarketing email eight or nine hours after they’d left the KLM site.

KLM wanted an immediate remarketing solution.

Solution• KLM has been an earlier adopter of Webtrends solutions since the

company first became a client in 2008.

• When Webtrends Streams® became available in 2012, KLM jumped at the opportunity to access real-time, customer-level data.

• KLM and its email marketing partner, ExactTarget, used Webtrends Streams to rapidly process potential customers’ data and email them precision targeted messages based on their onsite behaviors as soon as they left the KLM website.

Results• KLM’s conversion rates through email quadrupled on a region-wide

average percent.

• Of the emails sent using Streams, KLM saw a 34 percent higher open rate and a 94 percent higher click-through rate due to the targeted messages.

• Streams also enabled KLM to better understand the habits of its online consumers and allowed for the optimization of sales funnels and user experience.

When we saw the capabilities of Streams, we were instantly sold. In the travel industry, timing and knowledge of your customer’s intentions is key to being able to hold and advantage over competitors.We have been delighted with the results of our email campaigns using Streams and can see the potential to scale this solution to other regions.

Frans Poldervaart, Web Analytics Manager, KLM

31%higher open rate

94%higher click-through rate

Hotels4U uses testing to drive revenue and growthHotels4U, part of the Thomas Cook Group, is an award-

winning website designed to make booking hotels

quick and easy 24 hours a day, 7 days a week. With

more than 200,000 competitively priced properties

worldwide, Hotels4U has processed more than 8 million

hotel bookings.

Key challenges • Drive business growth of an already successful website by

increasing online sales with a modest budget pool.

• Improve and simplify the search-to-book process to increase conversions from website visits.

• Implement an aggressive test strategy to create and amend content for a friendlier consumer experience.

• Help Hotels4U stand out from hundreds of online travel agency competitors.

Solution • Webtrends delivered an exclusive testing package capable of

detailed analysis and recommendations for website improvements.

• The Webtrends team of experienced consultants built multivariate test plans that could be rolled out over a period of time to continually improve the customer experience.

• Home page, hotel details page and the booking funnel were three main areas of focus for multivariate testing.

Results • Content changes were determined as working or not, and sub-

optimal tests were quickly identified and amended accordingly.

• Lift in visitor conversions and online bookings.


Internal opinion about what will work best has become largely irrelevant at Hotels4U, because customer interaction and feedback now shapes the evolution of our website as we continue to optimize the booking funnel.

Steven Moore, Head of eCommerce, Hotels4U

Hotels4U increases mobile conversionsWhile well-practiced in optimizing its website for

increased conversions, Hotels4U sought to optimize

its mobile channel as well. Specifically, the company

wanted to test new versions of content on mobile

devices in order to better engage travelers on the go.

Key challenges • Increase the number of searches within the mobile site.

• Increase the number of visits to their Hotels page within the mobile site.

Solution • Webtrends recommended new smartphone page layout

designs.

• Webtrends Optimize® tested multiple mobile versions to find the optimal design.

Results • 61 percent lift in searches within the mobile site.

• 22 percent lift in visitors viewing the Hotels page on a mobile channel.


Through mobile site optimization with Webtrends, we have been able to solve part of the puzzle that plagues every marketer today – the multi-channel problem. We felt we were missing a clear opportunity with visitors who browse on their smartphones on the go.

Webtrends was able to develop a solution without placing additional burden on internal resources. Their recommended designs have driven a 61 percent increase in search and 22 percent lift in visitors seeing our Hotel pages on our mobile channel, effectively making it easier for our customers to find what they are looking for and facilitating the multi-channel journey.

Steven Moore, Head of eCommerce, Hotels4U

+61%lift in visitors on a mobile channel

+22%searches on a mobile site

Alitalia increases online bookingsAlitalia is the flagship airline of Italy and the world’s 19th

largest carrier. With its head office in Rome, Alitalia is

the main passenger transport group in Italy and among

the leading players in European air transport. The Alitalia

Group provides service to 95 destinations, 27 in Italy and

67 in the rest of the world for a total of 189 routes served

with more than 5,500 weekly flights. But with increasing

competition, Alitalia needed new ways to engage

travelers.

Key challenges • Increase conversions and bookings.

• Guarantee that all services were offered across digital channels.

• Stand out in a highly competitive environment.

Solution • Leverage Webtrends optimization consultants for

implementation, strategy and project management.

• Develop additional reporting to share results across the organization.

Results • Increased bookings by 7.09 percent in just three months.

• For Alitalia, each 0.5 percent conversion in the purchase process equals 25 million euros.


The combination of expertise and the consultative approach provided by the Webtrends team has enabled us to increase our bookings by 7.09 percent. This increase in conversions has a significant impact on our overall results, and improves our ability to stay ahead of the competition by offering the best service possible to our customers.

Nicola Arnese, Vice President, eCommerce, Alitalia

+7.1%lift in online bookings

£2 milincrease in annual bookings

East Coast Trains teams with webtrends optimization experts to improve online experience and revenueEast Coast runs high-speed passenger services on the East

Coast Main Line between London, Yorkshire the North

East and Scotland. East Coast’s revenue is significantly

impacted by online transactions, so in an effort to provide

the most user-friendly and relevant digital experience to

their customers, the company wanted to better understand

how those visitors were interacting with their website –

and what improvements were needed. Using Webtrends

Analytics® intelligence to guide the approach, and

Webtrends Optimize® to apply site testing and targeting,

East Coast saw immediate lifts in revenue.

Key challenges • Limited internal resources and expertise.

• Increase volume of upgrades to first class without increasing ticket price.

• Understand visitor behaviors to ensure relevant targeting.

Solution • Webtrends team of experts helped East Coast devise a strategy

and hypothesis, and applied analytics for data extraction with A/B and multivariate testing and intelligent retargeting.

• Tests focused on increasing visitor engagement and preventing abandonment through optimized special offers.

Results • By testing multiple variations, East Coast was able to save

considerable time with maximum efficiency.

• Multivariate tests provided insight into areas of the first class web pages to be re-designed, resulting in significant conversion increase.


We started off using Webtrends Optimize® tentatively to see how it could improve customers’ awareness of special offers. The subsequent conversion uplift we saw from what we originally thought were simple changes was astounding.

Conor Marron, Digital Optimisation Manager, East Coast

£1.6 milincrease in conversions

Europcar increases conversions and add-on salesEuropcar, a Paris-based car rental giant, wanted to

increase both online visitor conversions and add-on

purchases at checkout – but weren’t sure where to

begin. By working alongside the team of optimization

consultants at Webtrends, Europcar was able to see those

goals met and exceeded.

Key challenge • Choosing a solution that included partnership and expertise in

the areas of site testing and targeting.

Solution • Webtrends optimization consultants tested combinations

of content to drive the highest rates of customer response, identifying the landing page and purchase process as key areas requiring optimization.

• Segmentation was introduced in testing across multiple geographies in Europe and the U.S. to explore how different cultures engaged with the Europcar website.

Results • Better than expected increases in conversions and add-on

purchases: 15 percent conversion lift and 12 percent lift in add-on sales.

• Collaboration from the Europcar and Webtrends teams ensured a successful campaign and future partnership in order to continue to improve customer experience.


This entire optimization process has been a real team effort from both parties. The guys at Webtrends are like an extension of my internal team here at Europcar. The quality of our relationship and this collaborative approach has been the key to delivering a successful testing strategy.

Catrena Blanco, Head of User Experience, Europcar

+12%rise in add-on sales

Rail Europe improves search strategy to increase revenueRail Europe is a leading train travel company throughout

Europe, with additional offerings such as luggage

services, airport transfers and museum passes. More than

60 percent of the company’s business is generated via

online sales. Advertising these services, finding just the

right audiences for the right products and optimizing

campaign performance is of high priority. The Webtrends

team was instrumental in enhancing Rail Europe’s end-

to-end SEM strategy across global paid search, content

networks and social media.

Key challenges • Goal of 15 percent lower cost per order within same ad spend

limits.

• Increase revenue targets.

• Business expansion into Canada.

Solution • Expanded on Google display and content remarketing.

• Added Google Sitelinks to branded and non-branded campaigns

• Expanded Google Canada and Bing campaigns.

• Keyword expansion and regionalization of campaigns to keyword specific landing pages.

• Bidding optimization.

Results • On Google, 16 percent year-over-year growth in the U.S. market

and 10 percent in Canada (as part of an expanded campaign).

• Bing results increased by 30 percent in North America.

• Decreased cost per order by 18 percent – exceeding their goal.

• Revenue growth of 15.8 percent.


Working with the Webtrends team is a pleasure – they are responsive, understand how to leverage PPC and can dance to our unique business goals. Through our partnership with Webtrends, we’ve successfully increased our revenue and maximized our returns in one of the most competitive verticals in search.

Candice Martinez, Manager, SEM/SEO, Rail Europe

+15.8%online revenue growth

-18%cost per order decreased

STA Travel utilizes multi-channel insight to create targeted online experienceSTA Travel is a global aggregator of flight, hotel, tours

and rail for students and world travelers. In order to

gain visibility into customer flow across its websites,

STA implemented Webtrends Analytics® to measure

performance and content across various websites, blogs,

social media pages and applications.

Key challenges • Understand what search terms were being used to lead visitors

to STA’s sites.

• Identify which areas were generating the most (and fewest) conversions.

• No data around social media performance.

• Geographical data about visitors was elusive.

Solution • Webtrends Analytics® deployed to pull data and measure KPI’s.

Results • Optimized online campaigns and communications by monitoring

all engagements across channels.

• Improved online experience for visitors, using insight to retool site features.

• Combined analytics and other business results via open industry-standard data formats, providing broader insight into business performance.

• Added multiple ways to access and share analytics results, including real-time dashboards, pdf emails on multiple devices, dashboards and PDF emails on multiple devices.


Webtrends Analytics provides answers to the questions we need to continually ask ourselves to better understand and serve our customers online.

Craig Hepburn, Global Webmaster, STA Travel

18 Client Success | Webtrends® © 2015 Webtrends, Inc. All Rights Reserved

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About Webtrends Inc.

For more than 20 years, Webtrends has helped companies make sense of their customer data to drive digital marketing success. By combining innovative technology with our team of trusted and creative advisors, our solutions are designed to provide actionable insights, increase customer engagement and boost revenue.

We partner with companies at all levels of digital maturity and offer solutions in measurement and optimization. We work closely with approximately 2,000 global brands including Microsoft, KLM Royal Dutch Airlines, Kimberly-Clark, HSBC, Marks & Spencer, npower, BMW, Toyota, The Telegraph, Lastminute.com and many more.

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