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How Lastminute.com increased website clickthroughs by 700%

Don’t you ever wish you could centralize web analytics data rather than using separate systems for your website or paid advertising? So did the famous booking site, Lastminute.com who wanted to use online data to make more informed decisions rather than relying on intuition.

“We really needed to understand what made some customers make a booking and what made other customers drop off the site,” said LastMinute.com.

“From a paid advertising and Search Engine Marketing (SEM) perspective, there was a visibility void.” Another void existed on the site itself: the company could not determine what parts of the Web site a customer visited prior to making a purchase”

While numerous turnkey packages exist in the marketplace today, Lastminute.com decided to try out Omniture Site Catalyst in a bid to analyze customer behavior from the time they landed on the site to the time they booked.

From a paid advertising and Search Engine Marketing (SEM) perspective, there was a visibility void.” Another void existed on the site itself: the company could not determine what parts of the Web site a customer visited prior to making a purchase.

The online team at Lastminute.com created specific category home pages for more targeted searches. They analyzed booking paths to minimize drop-off rate and used fallout reports to revisit search engine marketing (SEM) campaigns, discovering why certain search terms weren’t working well.

This allowed Lastminute.com to send visitors to more relevant landing pages for an increase in ROI. In fact the results were very good with increased click-throughs from navigation tabs by up to 700%!

They also increased look-to-book ratios by 28% and the merchandising team reportedly saved the merchandising team up to 40 hours of extra work a day!

“Because they have instant access to the information they need, rather than having to spend half the day pulling information from databases.”

Generally most small business on shared hosting platforms will gravitate towards Google Analytics when collecting and analyzing website stats. But, in certain instances, more mature online businesses may wish to expend more energy and cash on a larger turnkey system. More than 5,100 companies around the world rely on The Omniture Online Marketing Suite to optimize customer interactions, which supports multiple languages and currencies, and is delivered securely via an on demand infrastructure that is designed to scale with customer needs.

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