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TMCNet: Travel and Airline Brands Utilize Webtrends Optimize

[November 29, 2012]

Travel and Airline Brands Utilize Webtrends Optimize

Nov 29, 2012 (Close-Up Media via COMTEX) -- Webtrends announced several travel and airline industry brands have chosen Webtrends Optimize to improve online performance.

According to a release, in recent years, overall travel bookings have seen flat growth, while online bookings have been growing to become the main channel for flight and travel purchases. 37 percent of British adults said they conduct all of their holiday research online, and 26 percent make their booking online. Forrester predicts that leisure and unmanaged business travellers will spend $102 billion online, and will climb 41 percent to nearly $143 billion during the next five years.

Standing out in this crowded marketplace is not easy, so keeping visitors and customers engaged on a website, Facebook page or mobile site as they shop for their next holiday or business trip is vital to maximise revenue opportunities.

Among those to have implemented Webtrends Optimize - its A/B and multivariate testing and targeting solution - into their e-commerce strategy are Lastminute.com, Alitalia, Hotels4U.com and many more.

These brands have turned to Webtrends Optimize technology and services to increase online conversions, and feedback includes comments such as: - Alitalia: "[Optimize] allowed us to increase the number of online bookings by 7.09 percent in three months." - Hotels4U: "This service is made even better with the positive results we have had from the tests we have run so far. Hotels4U experienced 5.52 percent uplift in bookings as a result of multivariate testing." - Lastminute.com: "We chose to work with Webtrends...to move our A/B and MVT testing and targeting strategy to the next level." Hugh Kimber, Director EMEA & Australia - Optimize, Webtrends, said: "The travel and airline industry are increasingly reliant on online sales and therefore their e-commerce channels need to deliver the best experience to customers to maximise conversions and revenue opportunities. However, to achieve this, brands need to understand what makes their customers buy. This is where A/B and multivariate testing, targeting and optimisation have proven to be invaluable. Webtrends Optimize enables brands to run tests in a live environment, empowering them to roll out only the most successful tests, in order to achieve the most optimised version of their site." More information: www.webtrends.com ((Comments on this story may be sent to newsdesk@closeupmedia.com))

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