Orbitz Mobile Case Study. Eye For Travel 2013 Chris Brown GVP Mobile

Transcription

1 Orbitz Mobile Case Study Eye For Travel 2013 Chris Brown GVP Mobile

2 Session Topic Case-study 1: How to create the perfect mobile booking experience, website and app for your brand and customers Understand how to optimize the mobile purchase funnel and booking experience for maximum conversions Gain practical, proven best-practices to research, plan, launch, track and tweak your mobile campaigns Align your particular business model and mobile goal with your target market and budget Chris Brown, Vice President of Mobile, Orbitz Worldwide

3 Optimizing Purchase Funnel & Booking Experience page 2

4 Mobile funnel optimization from all angles 1. Top 2. Middle 3. Bottom Visitor B Visitor A Visitor C 4. Left field Outcome (transaction) page 3

5 Top of funnel - optimize all pages for mobile web page 4

6 Core mobile web UX: Before & After After Before

7 Core Mobile Web UX Results Observed hotel transaction increase of 4x after release of updated mobile website + = page 6

8 Core App UX: Before & After After Before

9 Before & After: App Conversion Observed hotel conversion increase of 2-3x and climbing after release of updated Orbitz apps v2.0 v2.0 Conversion after rebrand Android app iphone app Conversion before rebrand

10 Orbitz Flights, Hotels, Cars app for ipad

11 ipad hotel conversion improvements Sign-In New Prominence of exclusive deals Default search form vs. local page 10 Old

12 Q: What is the biggest impact to Hotel funnel? A: Booking flights. Downloads, app ranking and absolute hotel bookings were up, while conversion of the new hotel experience was up +36% New app is attracting hotel shoppers with wider AP range: For recent period, 72% of hotel bookings from full OTA app were 2+ days out compared to 59% for the hotel-only app page 11

13 Best-practices to create and manage mobile campaigns page 12

14 Honing mobile marketing types Media type Definition Examples The role Owned media Paid media Earned media Channel a brand controls Brand pays to leverage a channel When customers become the channel Source: Forrester Research, Inc. Website Mobile site Social In-app display Paid search Sponsorships App reviews App features WOM Buzz Viral Build for longer-term with existing potential customers and earn media Shift from foundation to a catalyst that feeds owned and creates earned media Listen and respond often result of well executed and well coordinated owned and paid media page 13

15 Key Question that Drives Paid Channels What is the value of your mobile customer? - Incremental? - Active user? - Lifetime value? page 14

16 Align business model & mobile goal with your target market page 15

17 Find the right mobile initiative for you Rethinking the Mobile Web by Yiibu, September

18 Harness the principles of disruptive innovation to your advantage for Mobile Plan to fail early and inexpensively in the search for the market for a disruptive technology Place projects in orgs small enough to get excited about small opportunities Utilize some of the resources of the mainstream org, but not all its processes and existing value network Develop new markets vs. search for a tech breakthrough so the disruptive product can compete in the mainstream market Source: The Innovator s Dilemma, Clayton M. Christensen

19 Looking back: Mobile strategy in January 2010 Objectives Open mobile channel for business Don t impair 2010 product plan Think globally and enduring Strategies Maximize reach via mobile web Natively, focus on iphone 1st; others as warranted Build foundation for long-term, global mobile channel Launched 1.0 mobile web in July 2010, followed by 1.0 apps in November 2010 Tactics Use 3 rd party to minimize impacts to migration roadmap Phased approach to deliver value as quickly as possible Expand & leverage global APIs Build in-house team for the future

20 Built innovative org designs for new/disruptive products (e.g. Mobile) Native Apps Mobile Web Org structure Separate, single team Integrated with desktop web team Shared resources None Some Design / UX Integrated, lead team Leverage shared team Co-location ~100% including shared resource skills Separated by major feature components Component architecture Separate from desktop web stack Integrated with desktop web stack Dev Methodology Agile Agile Build Automation Continuous Integration Traditional Release Mgmt Stakeholder Feedback Constant access / feedback Recurring interval access / feedback

21 Brief History of Orbitz Mobile WAP Mobile Web Mobile Web (3 rd Party) In-house Mobile Web Universal OTA ipad app iphone & Android Apps (3 rd party) ipad Hotel Apps In-house iphone & Android Apps

22 Achievements in 2012 In December 2012, 25% of hotels booked were through a mobile device Only online travel iphone app to ever earn App Store s Editors Choice Independent study in June concluded it was more than 2x faster than the competition at booking a vacation One of 13 new inductees out of 800,000+ apps into Apple s App Store Hall of Fame Highest full-service travel company in InternetRetailer s 2012 Mobile Commerce 400 list Android Hotels App Google Play Staff Pick Wired s App Guide of 413 Essential Tools

23 page 22 Q&A