e-travel conference 2013 presentation: creating a successful mobile strategy

What’s next in travel and online marketing?

not a travel agency not an air companynot a booking portalnot selling tickets

Independent Travel SiteMeta-SearchSearching hundreds of websitesTravel Hunting ToolThe of Travel

We love technology and have passion for travel.

How to develop and employ a successful mobile strategy in 6 months

Opportunitie

sChalle

nges

Solution

Effects

&

Results

Opportunities

• Searches on Google from mobile were growing 300% YoY• Increase in search volumes on mobile/ decrease on desktop• Low CPCs on mobile

Opportunities always come with challenges

We thought we were mobile, we had an app and we were cool!We were Superman, ready to take over the mobile world

Challenges2 years ago, momondo lauched the App

ChallengesM-site challenges • Bounce rate of 40% & conversion rate -90% vs. desktop• Poor usability• Loss of brand and SEO traffic to competitors We were giving away 10% of our traffic to competitors!

Challenges

Challenges with the App• No resources to further develop the app• No resources to promote it: time consuming, many

platforms, costly• Not possible to measure ROI & CPD=EUR 2-3.• No growth in downloads or app revenue• Poor app & continuously poor ratings

We had to move fast,and find a solution

And we soon found the answer...Simplicity was the key to an effective

solution!

SolutionCreating a m-site was not an option• Management did not understand potential in m-sites• Lack of m-site development recourses• Expensive to use an agency

SolutionSimple & cheap m-site with core functionalities• Can be developed in-house (4-5 working days)• Supports brand and “top-of-the-iceberg” traffic• Bookmark implementation & increase of direct traffic• Create test markets to measure cross device conversions• M-Site remarketing – To retain current customers

SolutionA part-time App-Promotion Guru• Improve product with development & agency• Campaigns on App-Promotion platforms: Facebook & Google• Identify new advertising platforms• React to feedback on App Stores Higher ratings – Higher app ranks – Lower cost per download

Effect

• Launch of a very simple simple m-site– Flight Search only– No design layers

• Immediate effect on key indicators• Management focus on m-site traffic

Simple, fast solutionslead to good results

Results

ReLaunch of momondo m-site • Test site lead to manament approval to launch

a Full Scale m-site• Employment of 2 mobile developers• Focus on design, usuability and cross

promotion of products• Conversion rates -10% compared to Desktop• ROI +5% compared to desktop due to cheaper

traffic• Traffic increase from Dec. 2012 to Jan. 2013

450% (averagely 70.000 users per day)

Results

momondo App• 260% increase in daily downloads• Increase in App Ranks due to better ratings• Cost per download down by approx. 150%

Good results don’t last forever.So, what’s next?

What’s next?

Invest in constantly improving the product• Mobile team of 10-12 developers in 2014 • Pressure on OTAs to develop m-site

Invest more in advertising• Target 20% of total traffic from mobile device in 2014

Va multumesc pentru atentie!Happy Travelling!

www.momondo.com | kah@momondo.com