It’s no secret that I have a great passion for CRO (conversion rate optimization) :) Not only because I believe CRO is key to long-term online growth, but because true conversion optimization cannot be done without customer centricity, which makes any aspect of travel marketing meaningful. This is why I’m constantly on the lookout for CRO experts that share the same passion - people who can show you...
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When I saw the theme for the 2018 Ancillary Merchandising Conference in Edinburgh – using digital for your ancillary revenue growth - I knew I had to be there. Digital and airline ancillary revenue are exactly the two areas covered by Diggintravel's annual research. In our 2017 Airline Ancillary Survey, we analyzed 23 airlines, concentrating especially on their post-booking ancillary tactics. In addition, we analyzed 28 airlines and their...
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“Measure everything,” we always say – no matter in which industry we work. But if you’re from the travel industry, Booking.com is probably your No.1 inspiration for both travel SEO and conversion rate optimization (CRO). With more than 1000 split tests being conducted at any given moment and a 2- to 3-times higher conversion rate than their peers, Booking.com has set the bar high for all...
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Last two weeks I've been completely into airline ancillary revenue. I started with the 2018 Global Airline Ancillary Survey and Research where we'll analyze how airlines use digital innovation for ancillary upsell. We'll build on the 2017 results, with even more focus on digital and innovation. After the first week, we got insights from 25 airline ancillary leaders which is already two more than we had last years....
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You open your Google Analytics to check the bookings. The conversion rate is down for another week. Now panic kicks in. You're scratching your head asking yourself what the hell is happening. Where are you losing bookings? We've all been in this position at some point, right? If you are a travel ecommerce professional, understanding your travel booking funnel is probably your most important task. But to understand what's happening with...
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I'm not a huge fan of marketing trends reports. Too many times as marketers, we try to chase the next shiny object instead of focusing on our core challenges. So, when challenged by my Diggintravel community manager to do this Airline Marketing Trends 2018 article, I faced a dilemma: How to provide an outlook into the 2018 airline marketing trends landscape without just listing the obvious?...
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This special Airline Conversion Optimization Webinar is a part of the Airline CRO 2017 Project which focused on conversion rate optimization in the airline industry. In the webinar I used real, fresh, independent data that Diggintravel team gathered with the Airline Conversion Optimization Survey and research. A Quick Overview of the Airline Conversion Optimization Webinar Content: The webinar content is structured into three main parts: Commentary on the...
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One of the goals of our yearly Airline Conversion Optimization Survey is to evaluate conversion rate optimization (CRO) maturity within airline organizations. In order to do this, we examine several CRO maturity models and revise our Diggintravel Airline CRO Maturity Model. For the [NEW] 2019 Airline Conversion Optimization report, we expanded the maturity model with one new area. Because being data-driven and mastering analytics is such a huge part...
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We've always been fans of conversion rate optimization. And we love the airline industry. So, this project is very special for Diggintravel. Diggintravel’s Global Airline Conversion Optimization Survey is the first-ever survey and benchmark of conversion rate optimization in the airline industry. 2020 NOTE: There is a newer, bigger, better version of this research available >> See 2020 Airline Digital Optimization Yearbook here While this survey was the...
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Let me start this blog post with a confession – the last six months have been a roller coaster for me. It's been a lot of fun, but also a lot of work. Basically, I've been doing two jobs at the same time. On one side I was working on the content and presentations about airline ancillary revenue best practices. I was writing and creating materials about...
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